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The Taylor Group We are Creators of Brand Experiences We are a global brand experience agency.

We unite brands with their target audiences through events, environments and digital engagement. With strategic insight, inspired creative, and flawless execution, we tell your story and bring your brand message to life through meaningful, memorable experiences. We offer a world wide network with global reach to over 40+ countries in addition to offices in Boston, Cleveland, Las Vegas, Orlando, and Toronto

Seeing the vehicle is only the beginning.At the Canadian International AutoShow, Subaru brought its growing EV story int...
23/09/2026

Seeing the vehicle is only the beginning.

At the Canadian International AutoShow, Subaru brought its growing EV story into an environment designed to help visitors explore, ask questions and get closer to the product.

The Uncharted EV and Trailseeker EV gave audiences something new to discover. EV education, hands-on interaction and access to the Solterra test-drive experience helped turn that interest into something more useful: understanding.

The shift we’re watching...

Strong exhibit programs are increasingly designed around progression. See it. Understand it. Experience it. Leave with greater confidence than you arrived with.

For categories where the purchase is considered, complex or changing quickly, that journey matters.

At ILTACON, the audience is not simply comparing features. They are evaluating how new technology fits into existing wor...
16/09/2026

At ILTACON, the audience is not simply comparing features. They are evaluating how new technology fits into existing workflows, security requirements, adoption, governance and the way legal teams actually operate.

That makes the exhibit valuable in a very specific way: it puts the product in context.

NetDocuments used the space to connect product updates with the people, conversations and real-world questions surrounding them.

The Takeaway: In complex B2B categories, the strongest proof is no longer a feature list. It is helping the audience see exactly where the product fits into the way they work.

Basketball has always been bigger than the game.It’s style, identity, community, culture and so much more. And increasin...
08/09/2026

Basketball has always been bigger than the game.

It’s style, identity, community, culture and so much more. And increasingly, the best brand experiences are finding ways for fans to step inside all of it.

At WNBA Live in Chicago, DICK’S Sporting Goods brought together athlete-inspired product, Nike and Jordan footwear, player moments and interactive experiences built around the sport.

The takeaway for brands is not to create sports culture. It already exists. It is to understand it well enough to create something that elevates it.

In partnership with Motive Creative Studio
Fabrication + build by Taylor

Sales kickoff used to stay in the room. It doesn’t anymore.Teams post. Partners share. Leaders amplify. Internal events ...
01/09/2026

Sales kickoff used to stay in the room. It doesn’t anymore.

Teams post. Partners share. Leaders amplify. Internal events now perform well beyond the people attending them.

At Zscaler’s SKO FY27 in Las Vegas, On a Mission: Securing the Future carried from a corridor-length LED wall through the general session, with regional teams bringing their own energy and identity into the experience.

Here is what makes it worth studying. As internal events become more visible externally, the production standard rises with them.

But the audience inside the room still comes first.

Build something they are proud to be part of, and the sharing happens naturally.

Event + production by Taylor.

AI experiences are moving from spectacle to substance.As the technology matures, audiences are asking harder questions. ...
27/08/2026

AI experiences are moving from spectacle to substance.

As the technology matures, audiences are asking harder questions. Not just what is possible, but what is deployable, scalable, and useful now.

AWS leaned into that shift at NVIDIA GTC, using demos, technical content, and partner integrations to move the conversation closer to application.

Built alongside Starshot Ventures and Wildlife the experience reflected a broader change in how technology brands need to show up live.

The takeaway: proof over promise.

Complex technology does not need more hype. It needs clearer evidence of value.

At CES, Dassault Systèmes took a complex vision for the future of healthcare and turned it into an experience attendees ...
25/08/2026

At CES, Dassault Systèmes took a complex vision for the future of healthcare and turned it into an experience attendees could explore for themselves.

Moving between the city, home, person and virtual brain, visitors could see how AI, real-time data and virtual twins connect across research, diagnosis, treatment and everyday life.

The strongest experiences do more than explain an idea. They give the audience a way into the story and let them experience it on their own terms.

The takeaway: the more complex the story, the more important it is to make it tangible, relevant and seamless to explore.

Digital experience by our friends Globacore

Monterey Car Week is not one event. For brands, it is a week of different venues, audiences and environments, all demand...
20/08/2026

Monterey Car Week is not one event. For brands, it is a week of different venues, audiences and environments, all demanding the same level of consistency.

For Lamborghini, that meant showing up across three very different settings: Lamborghini Lounge Monterey, a 43-car Miura gathering at Pebble Beach, and the world premiere of the Revuelto SV at The Quail.

Each called for something different. A hospitality environment designed to feel permanent. A temporary installation on protected turf. A launch platform with private meeting space and no room for error.

The design creates the consistency. Fabrication makes sure it carries through.

The takeaway: great brand experiences are not defined by one environment. They are defined by how consistently the brand shows up across all of them.

Design by We Are BMF
Fabrication, build and install by Taylor

lamborghini

The Formula 1 summer break had us going deep into the archives. Twenty years later, the lesson is bigger than Formula 1,...
18/08/2026

The Formula 1 summer break had us going deep into the archives. Twenty years later, the lesson is bigger than Formula 1, and it still holds true.

The best sports marketing has always sold one thing: proximity.

Long before “brand activation” was a line item, the winning play in motorsport was simple, get fans close enough to feel it. In 2006, BMW proved it with Pit Lane Park, a traveling fan experience built around its Formula 1 car, and dropped into a downtown lot for Grand Prix weekend.

The build did the work. A glass-floor pit walk over live displays. An F1 car staged in a garage bay. A skid arena where drivers put cars into full-lock donuts a few feet from the grandstand. Fans didn’t watch the sport. They stood inside it, close enough to feel the raw emotion of a Formula 1 car.

Twenty years on, every immersive trend is chasing the same feeling. The tools change, the principle doesn’t: proximity beats spectacle. The closer you let people get, the longer they stay with the brand.

The takeaway: don’t build a bigger screen. Build a shorter distance between your audience and the thing they came for.

The world’s biggest sporting event needed a front door.For FIFA World Cup 2026, fan experience zones in Los Angeles and ...
03/08/2026

The world’s biggest sporting event needed a front door.

For FIFA World Cup 2026, fan experience zones in Los Angeles and New York/New Jersey gave supporters a place to gather before the match.

Every visit begins beneath a branded entry arch before opening into a central stage with live programming. Displays featuring jerseys worn by FIFA World Cup legends line the approach, connecting this year’s tournament with the moments and players that shaped it.

Projects like these aren’t just about building a structure. They need to welcome thousands of fans, perform through weeks of crowds and weather, and create a consistent experience across every host market.

Before the first whistle, the experience starts here.

Built by TBA Events / Taylor.

One Pavilion. One Boeing.Boeing arrived at the Farnborough International Airshow with four business units and one goal: ...
30/07/2026

One Pavilion. One Boeing.

Boeing arrived at the Farnborough International Airshow with four business units and one goal: present a single, unified brand.

Taylor designed and built a 6,000+ sq. ft. pavilion around a continuous circular journey, naturally guiding visitors through every business unit while reinforcing the One Boeing story at every turn. A central theater anchored the experience, while integrated technology supported the narrative instead of competing for attention.

Every element worked together to create one connected experience.

Designed, built, and executed by Taylor.

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Friday 09:00 - 17:00

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