DUR-RED is a long-time Featherlite client serving multiple markets within the building envelope and ventilation space. At IRE 2026, the company returned with an updated modular exhibit designed to support multiple brand messages within a single, flexible system. With owned hardware already in place, the goal was to refresh and optimize. Working with Featherlite Exhibits DUR-RED did exactly that.
Vision for DUR-RED at IRE 2026
DUR-RED entered the refresh process with a clear mandate: build an exhibit that works harder across more shows. The updated Medallion system needed to:
- Serve multiple verticals and brand messages within a single structure
- Reconfigure easily between 20' × 10' and 10' × 10' footprints
- Present clean, professional graphics on both sides
- Eliminate visible cabling for a polished, finished appearance
- Build a reusable platform that performs across DUR-RED's full trade show calendar
Featherlite trade show display solution
A double-sided exhibit built for versatility.
The centerpiece of the updated exhibit is a Medallion 205 inline system with all-new, double-sided graphics and placards. One side of the exhibit focused on the DUR-RED brand; the reverse showcased a separate business unit, allowing the same structure to speak to different audiences at different shows. New graphics highlighted product categories, manufacturing and warehousing locations, and material-specific solutions. To support the configuration cleanly, Featherlite milled the tops of extrusions for internal wire management and routed stem light cords through the frames, eliminating visible cabling entirely.
A flexible footprint built for the long haul.
By reusing existing hardware and investing strategically in graphics and structural refinements, DUR-RED extended the life of their exhibit program without starting from scratch. The modular system reconfigures between footprint sizes as needed, making it a practical asset across a full calendar of shows, not just IRE.
Impact of DUR-RED's trade show display
At IRE 2026, DUR-RED's updated exhibit delivered clarity and flexibility on the show floor. The double-sided design allowed the team to speak directly to roofing audiences while maintaining the ability to pivot messaging for other events throughout the year. The updated graphics sharpened the brand's visual presence, and the clean wire management gave the exhibit a finished, professional look consistent with the quality of DUR-RED's products.
