Led experiential design for GT Bicycles’ return to Interbike, the leading U.S. cycling industry trade show, after more than seven years away from the event. The experience was designed to reintroduce the brand to the Independent Bicycle Dealer network, rebuild visibility, and create a more engaging platform for dealer conversations, product storytelling, and relationship building.
Dorel invested in a 60-foot by 40-foot exhibit space to give GT a strong presence on the show floor. The booth was designed as an open and inviting environment with access from all four sides, encouraging traffic flow, discovery, and interaction from multiple entry points.
The layout organized meeting and lounge functions at the center of the space, strategically working around one of the large structural columns in the Mandalay Bay exhibition hall. This central planning approach created a natural destination within the booth while preserving open sightlines to the brand, products, and visitor activity.
The resulting experience helped reposition GT Bicycles with a confident, accessible trade show presence that supported dealer engagement, brand momentum, and renewed interest across the IBD network.
