Trade shows such as IBS and KBIS offer invaluable opportunities for home and building brands to connect with key stakeholders, including designers, builders, architects, the media and more. At the same time, the size and scope of the show require brands to stand out in a crowded space.

This year Caesarstone’s “Natural Reflections” booth didn’t just show up—it showed out, transforming the entire trade show experience into an immersive, multisensory experience. And Wray Ward was there to help Caesarstone amplify its efforts through social media engagement and media support. The goal? Help extend Caesarstone’s presence beyond the show floor.

Deepening Connections and Amplifying Presence

At KBIS 2025, Caesarstone’s trade show activation team brought the brand’s products to life through dynamic, real-world applications, allowing attendees to experience firsthand the brand’s innovation, sustainability and design leadership.

Attendees didn’t just see Caesarstone; they felt the brand. Visitors approaching the booth were welcomed by the soothing sounds of an elegant water feature showcasing the product. This tranquil auditory element complemented three dynamic design vignettes that highlighted the interior and exterior versatility of the products. A working kitchen featuring Caesarstone’s newest product, ICON, played host to a series of cooking demonstrations. Additionally, the brand’s extension of porcelain to floors and walls enhanced the overall wow factor.

Wray Ward’s Social Media team was on-site to help amplify the energy through real-time updates, behind-the-scenes glimpses of the booth’s dynamic demonstrations, influencer discussions and exclusive product launch details. These digital efforts expanded Caesarstone’s reach, engaging on-site attendees and remote audiences.

Additionally, Wray Ward coordinated editor interviews and managed media meetups during KBIS, helping foster and continue meaningful relationships with industry journalists and reinforcing Caesarstone’s market leadership.

“Our goal at KBIS was to create a truly immersive experience that engaged attendees on-site and online,” said Tyler Thompson, director of brand marketing at Caesarstone. “The integration of social media and PR into our larger trade show strategy helped amplify our impact and deepen connections with key audiences.”