PROJECT: Exhibit Design, Fabrication, Service Program
CLIENT:  King Arthur

King Arthur Crusades to Corporate Growth

One of America’s oldest manufacturers, Vermont-based King Arthur has been milling grains for bakers for 200 years. King Arthur executes a robust face-to-face program of over 200 events a year, teaching bakers how to use their unique products. Image 4 was asked to develop a new portable exhibit for major shows.


  • Experience Design
  • Exhibit Design
  • Fabrication
  • Graphic Design
  • Graphic Production

Project Overview

When your brand positioning is about the quality of baked goods, the way you expand your market is to teach bakers how to use your product. The King Arthur event team are world-class rockstars, planning and executing well over 200 face-to-face events per year.

The King Arthur team asked Image 4 to deliver a particular look, in a package that could be set up by brand ambassadors in under two hours, and transported by van to event locations.

Image 4 developed a detailed Experience Map, discovering and recording the needs of the presenters, and the desires of the consumers. Key to the Experience was the need to “hands-on” demonstrate the texture of the dough, so a large prep counter and great lighting was critical to the event structure.

After the discovery, our design centered on a very light, modular exhibit system called LITE. This elegant European system is extremely lightweight, sets up very easily, and presents a custom look in an easily-transportable package. Then to this we added a large custom-millwork counter with lots of storage space for baking utensils, custom lighting, and a beautiful graphics package of faux Subway tile and woodgrain trim.

Built as a 10×20 kit, the system is designed to deploy as a 10×10 and to grow to a 20×40 footprint as event needs evolve. Detail components such as shelves and lighting are scalable to fit the particular event demand.

King Arthur has been very successful with the system, deploying the 10 and 2–foot configurations multiple times per season. The exhibit has recently been refreshed to present a corporate rebrand, and will travel again as the pandemic subsides.