Hitachi

Hitachi Construction Machinery Americas (HCMA), a trusted partner across North and Latin America’s construction and mining markets, made its highly anticipated debut at MINExpo under its own banner—marking a pivotal moment for the brand. With the global event occurring only once every four years, Hitachi sought to make a powerful first impression as an independent force in the mining industry. Jack Morton was engaged to design and build an immersive booth that would maximize visibility, strengthen customer relationships, and generate valuable feedback—all while showcasing Hitachi’s advanced machinery and industry leadership to key stakeholders. 

Centered around the scale and power of Hitachi’s heavy equipment, the booth was strategically designed to amplify the brand without overshadowing its machines. A dynamic theater space anchored the environment, hosting opening activations, leadership presentations, partner showcases, and live entertainment. Five key partners were seamlessly integrated into the cohesive design, reinforcing collaboration under the Hitachi brand. Thoughtfully curated pathways guided attendees through product demo zones with integrated monitors, interactive simulators, private meeting rooms, and a branded photo opportunity—all supported by clear overhead signage for easy navigation. The result was a bold, balanced, and highly functional environment that delivered a memorable debut and positioned Hitachi as a commanding presence in the mining sector. 

THE IMPACT 

Overall, Jack Morton’s design and execution for Hitachi at MINExpo exceeded expectations, creating a booth that was visually striking and functionally exceptional. The space was thoughtfully crafted to engage, inform, and leave a lasting impression on all who visited, helping Hitachi make a significant impact at one of the mining industry’s most important events.  

“Love the booth, love the space, the energy that it brought. Jack Morton did a fantastic job!” 

– Gabe Weiss 

Head of Marketing, Americas Hitachi