At a conference with thousands of attendees, multiple activation zones, a main stage, demo floor, and networking areas — the guest experience lives or dies by one thing: can people find their way?
When monday.com brought Elevate to the Duggal Greenhouse at the Brooklyn Navy Yard, wayfinding wasn't an afterthought. It was the strategy.
Wayfinding at this scale is a storytelling tool before it is a logistical one. Every touchpoint — every pole banner, every A-frame, every directional sign — is an extension of the event identity. The goal is not just to move guests through the space. It is to immerse them in the brand from the moment they arrive to the moment they leave.
The Brooklyn Navy Yard is a campus — and that scale is exactly why wayfinding matters from the first step inside the yard. Branded pole banners mark the route along the streets. A-frames placed at key intersections direct foot and vehicle traffic. Every turn is guided, every decision point is signed. By the time guests reach the Greenhouse doors, they have already been moving through a fully branded environment for several blocks.
Before guests step inside, the Greenhouse facade makes the statement. Large-format building wraps and exterior graphics transform the exterior into a brand moment — visible from the waterfront, legible from across the yard, and impossible to miss against the Brooklyn skyline. The campus announces the event before the event begins.
Inside, the work continues. Managing thousands of guests across 35,000 sq. ft. — expandable to 70,000 sq. ft. with the Brooklyn Fish Transfer — requires more than intuitive design. It requires a complete branded environmental graphics and wayfinding system. Floor-to-ceiling corridor wraps that transform circulation paths into immersive brand tunnels. Branded display boards for registration, keynote areas, demo floors, and networking hubs. Banners, floor decals, wall signage, lightboxes, and directional posts — flexible in unit type and placement — working together as one cohesive visual language. Crowd management and brand immersion, operating as one system.
Most venues hand over the keys. The Greenhouse delivers a turnkey system. Every element of the wayfinding and branded environmental graphics program — from concept to production — is handled in-house by Duggal Visual Solutions, located right next door.
Event producers gain not just a world-class venue, but a dedicated graphics partner capable of producing and deploying a complete branded environment across the entire campus. From the Navy Yard entrance to the last interior corridor — one partner, one cohesive system, zero compromise on brand control.
Planning a large-scale conference or activation? Let's build your environment. Inquire here.
