Sushi Avenue Transformed an Exhibit Booth into an Authentic Japanese Village

The Brand Behind the Booth
Sushi Avenue stands as a leader in grocery store sushi kiosks, offering full-service sushi bar operations, takeout, and direct store delivery over 300 retail locations in more than 20 states throughout the U.S. Founded in 2004, the company began by placing chefs directly in grocery stores to create fresh sushi sold in display cases, expanding over the years to include hot foods, rice bowls, ramen, and steamed buns.

With over 20 years of experience as a leading partner, Sushi Avenue has built its reputation on a vertical supply chain, trained and ServSafe® certified chefs, operational management, and exceptional regional support. The company's commitment to authenticity runs deep—they source key ingredients from vertically integrated partner (brother company), Marine Foods, a leading sushi ingredient supplier in Japan, and other trusted partners to deliver consistent, high-quality products while maintaining strict standards with the highest regard for health and safety. This dedication to quality and authenticity needed to be reflected in every aspect of their first trade show presence.

The Design Challenge: Experiential Meets Functionality and Flexibility
When Sushi Avenue approached Skyline Exhibits to design its inaugural large-scale trade show presence, it presented a unique set of challenges. The 20' by 30' island exhibit needed to accomplish multiple objectives simultaneously, each crucial to the brand's success at trade shows.

The primary goal was centered on showcasing authenticity. Sushi Avenue's brand promise extends far beyond just serving sushi—it represents a gateway to Japanese culinary culture. The exhibit needed to transport attendees from the bustling trade show floor to the serene, vibrant streets of Japan. This meant every design element, from flooring to lighting, had to work cohesively to create an immersive cultural experience that honored Japanese aesthetics while remaining accessible to attendees.

Yer Lor, Lead Graphic Designer at Sushi Avenue, shared her thoughts on the design process, saying, "From the intricate graphics that captured the essence of our brand to the immersive details in the booth design, everything seamlessly reflected Sushi Avenue’s commitment to authenticity."

Operational Excellence in Food Service
A significant challenge involved the extensive food sampling program. Unlike typical trade show booths that might offer simple snacks or samples prepared offsite, Sushi Avenue's sampling required the same level of precision and safety standards they maintain in their retail locations. The exhibit needed to incorporate professional-grade refrigeration systems, ample preparation space, and a fully enclosed room within the exhibit structure where their ServSafe® certified chefs could safely prepare fresh food for attendees.

"The preparation area which complies with our food safety standard was a critical element for us," noted HJ Kim, Senior Director of Operations at Sushi Avenue. "We wanted to maintain the same high standards of food safety and quality that define Sushi Avenue. Having attendees sample our fresh, expertly prepared dishes right there in the booth was not just a demonstration of our products but also a true testament to our commitment to excellence."

Given Sushi Avenue's strict standards with the highest regard for health and safety, any compromise on food preparation space was unacceptable. The challenge was integrating this enclosed preparation room and its functional requirements without detracting from the cultural immersion they sought to achieve.

Strategic Flexibility for Future Growth
The exhibit also needed to serve as a long-term investment. Sushi Avenue required a design that could be reconfigured for different show sizes, including much smaller 10' x 10' footprints. This flexibility requirement meant that every component needed to be both modular and cohesive, maintaining brand consistency regardless of the final configuration.

The Solution: A Japanese Village Comes to Life
We worked closely with the Sushi Avenue team to determine authentic elements that would immediately signal "Japan" to attendees. The centerpiece of this strategy was a custom-designed sushi cart that served both as a functional display element and a cultural symbol. This wasn't simply a cart placed in the space—it was carefully crafted to reflect the aesthetic of authentic Japanese street food vendors.

Complementing the cart, the team installed specialized carpeting designed to mimic Japanese sidewalks and reinforce the Sushi Avenue brand. This seemingly simple detail created the foundation for the Japanese street experience.

High-impact graphics featuring vivid, culturally inspired imagery surrounded the space, creating visual depth and reinforcing the brand's authentic connection to Japanese culture.
"The immersive environment allowed us to share our vision and quality with potential partners, helping to strengthen our brand presence and unlock new growth opportunities," expressed Takuro Sugita, Director of Project Management from Sushi Avenue.

Balancing Tradition with Innovation
The exhibit successfully bridged traditional Japanese design elements with modern functionality. Wood textures throughout the space evoked the warmth of traditional Japanese architecture, while artistic elements created the ambiance of a serene Japanese café. However, the design team understood that Sushi Avenue operates in a modern retail environment, so they incorporated digital enhancements that added contemporary appeal without overwhelming traditional elements.

This balance between tradition and innovation reflected Sushi Avenue's brand positioning—deeply rooted in authentic Japanese techniques and ingredients, yet well-adapted for modern retail environments.

The final design achieved something remarkable in the often chaotic environment of trade shows—it created a sense of calm and authenticity that made attendees want to linger. The Zen-like environment wasn't just aesthetically pleasing; it was strategically important for Sushi Avenue's business objectives.

In a space where attendees are constantly moving and processing information, the peaceful atmosphere encourages longer dwell times. This gave Sushi Avenue's team more opportunities to engage with potential partners, conduct meaningful conversations about their services, and allow attendees to experience their food quality through freshly prepared sampling. Cultural authenticity also served as a powerful differentiator in a crowded market. While other food service companies might offer similar products, Sushi Avenue's exhibit effectively communicated its unique value proposition—they don't just make sushi; they bring authentic Japanese culinary culture to retailers.

Industry Recognition and Future Implications
The Sushi Avenue exhibit represents the gold standard for food service companies at trade shows, demonstrating how authenticity and operational excellence can be seamlessly integrated.

The exhibit was a comprehensive brand experience that showcased the brand, reinforced market positioning, demonstrated operational capabilities, and fostered relationships with potential partners.

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About the Author
Valerie Carstens
Head of Brand & Digital Marketing, Skyline Exhibits

With over 30 years of experience, Carstens is an award-winning brand strategist specializing in brand architecture, identity, digital marketing, and live events. She has a proven track record of creating transformative branding programs that energize audiences and drive sales. A seasoned leader and strategist, Carstens has guided creative teams, advised executives, and earned recognition for her work on regional, national, and international levels.