Event Management

The Problem

The Ford Mustang turned 50 years old. American Muscle—the premiere Mustang aftermarket authority—and Modern Muscle Design wanted to celebrate this milestone by traveling the country with a car and a bespoke exhibit that was easy for the MMD crew to set up and that would not only service this particular tour, but future tours to come.


With multiple stops, set-ups and future use in mind, custom, lightweight truss with interchangeable branding was our choice for this particular project.


After designing the custom layout, the Gemba team traveled with the exhibit to train tour staff so that they were comfortable with the setup process. The custom truss structure and fully branded display (built entirely in-house) successfully made it to the SEMA show once training was complete. This national multi-city tour brought the MMD, American Muscle and Ford Mustang brand experiences to life—and plans are already in place to re-brand for a future tour.


unique booth attendees

leads collected (twice the goal)