Brand Activation Case Study | Orlando, Florida
Purina Pro Plan’s Infinity Room at VMX 2025
At VMX 2025’s Festival of the HeARTS, Purina Pro Plan created an immersive Infinity Room inside the Orange County Convention Center. Mirrored surfaces, suspended pet portraits and the “My Impact is Infinite” message turned the exhibit into a setting guests could enter instead of simply view.
The Assignment
Strata Booth supplied and supported the digital photo booth experience inside the installation. The goal was to give veterinary professionals a simple way to create polished, shareable photographs while keeping the technology visually integrated with Purina’s larger exhibit.
A Photo Experience Built Into the Environment
The booth worked as part of the Infinity Room rather than as a separate attraction. Guests posed among the reflections and pet imagery, creating photographs that carried the exhibit’s visual identity through every finished image. Immediate digital delivery made the content easy to save and share from the convention floor.
Why It Worked
- Brand alignment: The photo experience reinforced the “My Impact is Infinite” concept.
- Immersion: Guests physically stepped into the campaign environment.
- Low-friction participation: Clear guidance and digital delivery kept the experience moving.
- Useful content: Each photograph extended the activation beyond the exhibit itself.
Planning a Trade Show Activation in Orlando?
Strata Booth creates staffed corporate photo booth experiences and brand activations for conferences, conventions and large-scale events throughout Florida. Tell us about your event and we will recommend the right format for the space, audience and campaign.
Production Approach
The booth placement was planned as part of the exhibit rather than treated as an unrelated station. That distinction matters at a trade show: camera position, lighting, guest direction and delivery all have to work inside the designer’s environment without interrupting the visual concept or surrounding traffic.
What the Finished Experience Delivered
Guests received branded digital content tied directly to the Infinity Room, while Purina gained a participatory element that encouraged attendees to step into the campaign. The activation demonstrates how a photo booth can support an exhibit narrative instead of simply occupying floor space.
Planner Takeaway
For immersive exhibits, involve the photo team before the footprint and lighting plan are final. Early coordination makes it easier to protect the set design, maintain an efficient guest path and produce images that genuinely look like part of the campaign.
Event Images and Video
