"The Napster Garage" at the

2005 Digital Life Expo

Napster asked Grand Central Marketing to create a booth for its display at Digital Life, a consumer technology and entertainment expo held at the Javits Convention Center in New York City. With a tight budget and 170 high-tech companies exhibiting their newest products at the same show, GCM was presented with the challenge of designing an unconventional convention booth--one that would reflect Napster's hip, innovative image, and stand apart from the traditional parameters normally associated with a trade show.

Rather than try to out-glitz industry giants like Microsoft, HP and Toshiba, GCM went the other way in creating the Napster Garage. The d?©cor and ambiance of the garage reflected a timeless garage band feel, complete with amps, guitars, mics, music posters, Rolling Stone magazines, and a coffee table and sofa, not to mention laptops for consumers to go online and check out the latest offerings from Napster. Other props used to give the space an authentic garage band feel included a ping-pong table, bowling balls, paint cans, milk crates filled with vinyl records and an old refrigerator.

"The Napster Garage" was a huge hit among the show's 45,000 attendees, so much so that it received the Best of Show Award for Best Booth. PC Magazine said, "This was really no contest. Napster created a booth that was a small refuge of cool coziness on the show floor. With a comfy couch and rock-and-roll posters on the walls, this garage-themed booth was the best booth on the floor."

GCM was responsible for concept development, booth fabrication, production, and event management.