Modelo wall.
Modelo soccer ball.
Paint both.
- Dates
- October 14–17, 2025
- Location
- McCormick Place
Chicago, IL - Event
- NACS Show 2025
(23,000+ attendees,
70+ countries) - Setup
- Custom-branded LED wall
+ paintable 3D Modelo soccer ball
("Cerveza for Fútbol" booth)
A trade-show booth with a custom LED wall, a 3D Modelo soccer ball you could spray, and "The Cerveza for Fútbol" doing the heavy lifting on the brand story.
NACS Show 2025 ran October 14–17 at McCormick Place in Chicago — the convenience-store industry's biggest annual gathering, 430,000 square feet of exhibit space and 23,000+ attendees from over 70 countries. Modelo was on the floor with a booth built around their "Cerveza for Fútbol" positioning — the brand's longstanding tie-in to Mexican and Liga MX football. We built the participatory layer that anchored the booth.
The setup paired a custom-branded LED wall with a paintable 3D soccer ball — same digital graffiti logic the platform runs everywhere, applied to a rotating object guests could tag from any angle. People walked up, grabbed the can, hit Modelo's gold-and-blue palette, and sprayed the ball with the brand-coloured menu controls (FIGURES, STICKERS, STENCILS, CLEAR, SHARE, UNDO) on the wall beside it. Behind them: stadium footage, "The Cerveza for Fútbol" lockups, the Modelo lion in trade-show signage.
For a c-store trade show — where most booths trend product wall + branded swag — the wall + ball was one of the more memorable footprints on the floor. High traffic, strong engagement, real footage to leave with.
Eighteen years. Six continents. One idea, done right.
For eighteen years, Graffiti+ has been putting real creative tools in people's hands — in public, at scale, and always with cultural integrity.
Born from the roots of graffiti culture and built for anyone willing to pick up a custom spray can, the platform transforms trade-show floors and exhibition spaces into shared canvases where guests paint together in real time — across flat walls, 3D objects, and AR. From their home in Vancouver to projects across six continents, Graffiti+ has partnered with Modelo, Espolón, Hyundai, Nike, Trampt and Samsung to bring authentic, participatory experiences to audiences everywhere.
Spray the ball. Tag the wall. Walk it back to the booth as your own piece.