Nordic Fair Experience for JBL
For JBL’s 2026 Nordic fair season, Harman needed more than a traditional exhibition setup. Across PowerUp, Campus and Elon Expo, the challenge was to create one strong fair experience that could work across different formats, spaces and audiences — while still delivering a memorable and effective training experience.
WaveCrest was involved throughout the full project journey: concept development, training format, design adaptation, production, logistics, stand build-up and dismantling, as well as the execution of the training sessions together with the Nordic field team.
Celebrating 80 Years of JBL Experience
The core idea was built around JBL’s 80-year anniversary. But instead of presenting JBL as an 80-year-old brand, the training focused on JBL as a brand with 80 years of experience. The ambition was to show how decades of knowledge, innovation and sound engineering have helped shape the products and sound experiences customers know today.
To bring this to life, WaveCrest developed a storyline that connected JBL’s heritage with its current product universe. The training started with selected moments from JBL’s history, creating a clear narrative foundation before moving into the different training areas. Throughout the session, these historical references were brought back into the conversation, helping participants understand that today’s JBL products are not isolated launches, but the result of continuous development, learning and refinement.
Engaging Retail Teams Through Training
A key part of the execution was the Nordic field team. Their role was not only to present products, but to translate the story into relevant sales dialogue. By combining their market knowledge, store experience and product expertise, the field team helped make the training feel close to the reality sales staff face every day. This was essential in turning the concept from a presentation into a meaningful learning experience.
The training concluded with a live demonstration of the newest headphones. WaveCrest created tailored demo material adapted to each individual training group, making the final part of the session feel personal and relevant. This gave the sales staff a sense that the experience had been created for them — not just delivered to them — which helped strengthen engagement, attention and recall.
By combining storytelling, physical design, tailored training material and strong field team execution, WaveCrest helped transform the 2026 fair setup into a complete brand and learning experience. The goal was not only to make JBL visible at the fairs, but to make the brand’s experience, innovation and relevance clear to the people who represent it in stores every day.
