Live Heat Pressing x ABB x Dtech
The Specs
Client ABB
Location San Diego, CA
Merch Hats
Quantity 1600
Decoration Embroidered Patches
The Experience
ABB transformed their booth into a dynamic hub of innovation and entertainment. Among the many attractions, our live heat pressing activation invited attendees to customize their own trucker hats, blending hands-on creativity with ABB’s forward-thinking brand presence.
Guests selected from red, white, or black trucker hats, each pre-embroidered with the ABB logo, and personalized them with one of eight embroidered patch designs.
The activation was part of a larger, high-energy booth experience. Attendees gathered for appearances by Chris Turner—America’s Got Talent’s viral comedian and freestyle rapper—while guest speakers and live demonstrations showcased how ABB’s technology supports sustainability initiatives and integrates with AI and data centers. Together, these elements created a well-rounded environment that balanced education, entertainment, and personal interaction.
The Result
Watching the patches being pressed on in real time added a tactile, satisfying element that drew steady interest and kept the booth buzzing throughout the show. The activation encouraged longer dwell times, allowing for more substantive conversations between attendees and ABB representatives. As guests wore their customized hats throughout the conference, ABB’s visibility extended well beyond the booth, reinforcing brand recognition across the show floor. The combination of interactive merch, compelling speakers, and forward-looking technology positioned ABB as both innovative and approachable, leaving a lasting impression on Dtech attendees.
