Foundry and Hill & Partners Go Beyond the Expected at 82nd Annual IPCPR Show

BOSTON - Sept. 8, 2014 - PRLog -- Weymouth, MA (September 8, 2014) – Foundry teamed up with Hill & Partners, an innovative team of branded environment specialists, to create an ultra modern trade show booth that represented Foundry’s past, present and future at the 82^nd annual International Premium Cigar & Pipe Retailers (IPCPR) Convention and International Trade Show in Las Vegas, Nevada from July 19 – 23, 2014.

Foundry Tobacco Company is a pioneer in the tobacco industry known for innovatively challenging traditional cigar approaches, and they took that same methodical approach to creating the design of its booth. Although still under the General Cigar’s umbrella, Foundry collaborated with the creative team at Hill & Partners on its three-year journey and to break away from General Cigar’s exhibit as a stand-alone space in a 20x40 square foot setting to coincide with its ongoing “Beyond the Unexpected” mantra that began in 2011.

The exhibit took convention guests on a time travel journey through Foundry’s history with Worm Hole, a cigar reinvented as a bridge between separate points in time and space. Foundry’s Worm Hole, with its three uncommon blends, represents its attempt to peer through the wormhole of time to catch a glimpse of – and maybe even help shape – the future. Hill & Partners and Michael Giannini put their creative juices together to develop a 1960s period retro design area complete with black & white tube TVs playing clips from the Ed Sullivan show before emerging into Foundry’s space age environment. The theme of the trade show display was titled 2064: Tobacco on Mars.

“We’re always looking to break away from the mold of how cigars should be created, and never let tradition, history or the cigar industry as a whole dictate what we do. There are no boundaries at Foundry,” said Creative Director, Michael Giannini. “If you can’t imagine the future, the future is unimaginable. We have big plans for the future of tobacco and cigars, and we wanted the IPCPR guests to know we’re taking the cigar industry to another level they won’t be familiar with at first, but will immediately fall in love with. The team of creative minds at Hill & Partners helped us make our vision a reality, and created an exhibit that embodied the expected versus the unexpected.”

Other exhibit elements included an “under construction” area with hazard signs and caution tape strewn throughout, exhibit props either destroyed or in disarray, imagery of holes blasted through brick walls from one era to the next, LED lighting, sleek textural walls and a Theremin machine that created alien noises by the sound waves of objects that were near it.

The International Premium Cigar & Pipe Retailers Association is the oldest, largest and most active trade association representing and assisting retail tobacconists. Its annual showcase allows tobacconist retailers and exhibitors the chance to offer convention guests and IPCPR members a first-look at the industry’s newest products before they are made available to the public.

About Hill & Partners

Hill & Partners is a full-service team of branded environment specialists with a network of skilled partners throughout the country and world. Hill & Partners have provided professional exhibit management services that help clients manage and improve the results of their trade show exhibit program for over 19 years. Experience is a key factor in their long running relationships with clients including Polartec LLC, Dunkin’ Brands, GTECH, Samsonite and General Cigar. Hill & Partners, established in 1995, has received numerous awards and accolades including being named by the Boston Business Journal as one of the Boston area's fastest growing companies. For additional information, please call 617.471.7990 or visit www.hillpartners.com.