The Challenge
Following a significant brand evolution in late 2025, UKG faced a pivotal moment: transitioning their premier user conference, ASPIRE, from a legacy event into a high-octane debut of their new identity. Kubik was tasked with architecting an environment that did more than host a trade show; it had to validate a future-forward trajectory to 6,000+ Fortune 500 leaders, integrated partner brands, and UKG adjacent sponsors. The challenge was to transform 200,000 square feet of the Mandalay Bay Expo Hall into a physical manifestation of the “New UKG” while unifying a diverse ecosystem of over 100 industry partners.
The Solution
Kubik moved away from traditional “grid” trade show layouts in favor a more angular and sophisticated floor plan based on a diamond motif. This approach created a brand-inspired discovery path that naturally led attendees through the space, ensuring high visibility for both UKG’s core initiatives and its 100+ sponsors.
- The LED Welcome Tower: Upon entry, attendees were met with a 16-foot-high LED video tower featuring dynamic branding. This served as a powerful, high-fidelity first impression of the refreshed UKG visual identity.
- The Central Theater: Directly behind the tower, a 40-seat presentation theater with a 20’ x 8’ video backdrop acted as the heart of the floor. This central hub was the primary destination for thought leadership and keynote presentations, drawing consistent crowds.
- The Content Engine: A custom, glass-walled live podcast studio was positioned to bridge the gap between digital storytelling and the physical floor, providing a high-energy backdrop for live broadcasts.
- The UKG Village: Solutions were presented in an organized “village” of booths. Organized into industry relevant categories, attendees could easily find their interests and connect to relevant SMEs and rewarded with insights tailored to their particular field of expertise. Hands on user experience labs and interactive engagements emphasized the importance of collaboration between UKG and its customers.
- Engagement & Merchandise: The experience was punctuated by playful partner activations—including a puppy park and digital games—and a dedicated UKG merchandise zone where attendees could collect apparel featuring the new brand identity. There was even a “Human Slot Machine” activation created to lean into the Las Vegas Location—a playful yet purposeful three-person experience that raised funds for charity.
The Story (and the Results)
The program exceeded all primary KPIs, proving that a bold architectural shift drives measurable engagement.
- Data-Driven Design: Utilizing AI-driven spatial analytics, we tracked footfall and “dwell time.” The angular layout achieved an average Booth Exposure Score of 4.75 out of 5, confirming the design successfully eliminated “dead zones.”
- Total Brand Alignment: 100% of the hall correctly reflected the refreshed branding, creating a seamless, premium environment for live broadcasts and networking.
- Sold-Out Success: The event reached maximum capacity with 6,000+ paid attendees. The program’s success has necessitated a move to a larger facility for the 2027 event.
- A Stadium-Sized Finish: The journey culminated in a massive brand takeover of Allegiant Stadium for the after-party, extending the energy of the new UKG identity well beyond the Expo floor.
