New Holland Agriculture at Farm Progress: one intelligence story across a vast product experience
In a 140-by-240-foot outdoor environment, visitors needed a clear place to begin. CSG organized New Holland Agriculture’s Farm Progress experience around the Center for Intelligence, connecting technology demonstrations and experts with the surrounding product areas.
New Holland Agriculture partnered with CSG at Farm Progress to make its advanced field operations technology understandable through direct demonstration. Developed with New Holland Agriculture North America, New Holland Construction, and the global team, the 140′ x 240′ outdoor experience included a 115′ x 83′ branded tent and connected technology, machinery, and product stories across the site.
One Clear Entry Point
At the main entrance, the Center for Intelligence gave visitors a clear way into New Holland’s technology portfolio. Key messaging, video content, hands-on demonstrations, and conversations with subject-matter experts helped explain the technology and its role in the field. The space served as a central hub, connecting visitors to machinery across hay and forage, specialty products, cash crops, and construction.
Product performance people could see and try
Product Segment Machinery displays extended the Center for Intelligence throughout the experience. Each area paired signature equipment with interactive demonstrations, helping visitors understand how New Holland technology works within specific applications and operating environments.
Hospitality and merchandising on two levels
CSG worked closely with a vendor selected by New Holland to create a two-level hospitality and merchandising container. The lower level housed a fully stocked shop where visitors could browse and purchase New Holland merchandise. The upper level provided space for hospitality and focused roundtable discussions with New Holland leaders, farming customers, and industry experts.
What had to work behind the scenes
Experience strategy, large-footprint planning, exhibit design, content and technology integration, product display, demonstration environments, partner-vendor coordination, hospitality, merchandising and onsite execution.
Make a large footprint easy to explore.
We can help establish the entry point, organize product areas and plan where demonstrations, experts and conversations belong across the site.