The International Motorcycle Shows (IMS) is the largest motorcycle trade event in the industry touring 12 cities in the United States within a 4 month span. As a designer for Cleanroom Inc, we re-evaluated the IMS brand architecture and marketing campaign. A new approach was introduced to incorporate all aspects of the show experience from the national ad campaign to the exhibition architecture and furniture. A groundbreaking architectural system was developed that reduces show set up time, while adding a progressive aesthetic. The initial concept of speed and movement is experienced right away by continuous linear elements allowing the viewer to feel like they are moving through the event at higher speeds.