Oldcastle APG at IBS: three brands, one outdoor-living story
An outdoor kitchen, decking and masonry showed builders how three Oldcastle APG brands could belong in one setting. At IBS, CSG brought Belgard, MoistureShield Decking and Echelon Masonry together under “Live Well Outside,” with a clear place for each brand and its products.
Oldcastle APG partnered with CSG to design and fabricate a new exhibit for the International Builders’ Show. For the first time, Belgard, MoistureShield Decking, and Echelon Masonry came together in one space, introducing the multi-brand message, “Live Well Outside,” to builders and contractors.
Outdoor Living, Built at Full Scale
A 19-foot brand tree anchored the environment and created a clear visual signal across the show floor. A double-deck structure placed private meeting and conference space above a showcase of Echelon products, supporting both focused business conversations and hands-on product discovery.
Built to Show the Work
Real-world installations demonstrated how Oldcastle APG products could work together. The experience included a custom floor logo created with MoistureShield products, a complete Belgard outdoor kitchen with stainless-steel appliances, and a dedicated Echelon demonstration area. A large LED display presented 4K content featuring projects completed by certified contractors across the United States.
A Stronger Platform for Conversation
By connecting three brands within a single cohesive environment, the exhibit gave builders and contractors clear ways to explore the portfolio, see products in practical applications, and speak with the Oldcastle APG team. The team reported strong show performance, including valuable conversations and qualified leads.
How the experience reached the floor
Multi-brand experience strategy, exhibit design, custom fabrication, product integration, double-deck environment, LED content, hospitality and onsite execution.
What gives your brands a reason to appear together?
We can help define the shared audience story, preserve each brand’s role and show how the products work together in a complete environment.