18/08/2026
How do you add more usable shade to a brand activation without making the space feel darker, tighter, or more closed off?
That was part of the challenge ALSO was solving at Sea Otter 2026.
Their 20'x30' footprint combined a 20'x20' E-Series Frame Tent with a custom 10'x20' shade extension (using the same E-Series hardware), giving the team room for e-bike displays, guest conversations, and test spins while keeping the activation open and easy to move through.
The taller E-Series peak helped create more vertical breathing room over the main product demo space, while the shade extension added another 200 square feet of coverage without using a traditional opaque roof.
The result was a space where people and bikes could move naturally, guests could spend time with the ALSO team, and the full footprint still felt bright and open.
Helen McKeon from ALSO summed it up well: “We have tons of room to move around with our guests and move bikes through this space really fluidly.”
A strong example of designing the event footprint around what actually needs to happen inside it.
Shoutout to the Ride ALSO team for one of the best uses of space we've seen this year.
Full Case Study linked below ⬇️
