Pitch renders that won the job, then a design that carried through to a 20′ × 30′ miniature New York City block.
The Challenge
Topps was launching exclusive Comic-Con cards, several tied to Marvel's Spider-Man: Brand New Day. The activation had to hold its own directly across from the Marvel Studios booth — pull fans in, make the cards feel like part of the film's world, and work as a real point of sale. Before any of that, Experiential Supply Co. had to win the project, which meant convincing both Marvel and Topps with something they could see.
The Concept
Instead of a conventional booth, we designed a miniature New York City block fans could walk into, set in Spider-Man's hometown.
- A sixteen-foot centerpiece building modeled on the Flatiron Building, giving the activation a landmark visible across the hall.
- A pizza-shop storefront at the back that served as the point-of-sale counter, so fans walked the whole block to reach it.
- Topps cards as world-building: oversized card artwork on rooftop billboards, faux storefronts, flyers pasted on brick walls, and newsstands — so the product was part of the set rather than sitting on a shelf.
Pitch
We built the whole block in 3D so Marvel and Topps could walk through it before a single piece was fabricated. Those pitch visuals were central to Experiential Supply Co. landing the job — and what they signed off on is what showed up on the floor.
Refine
Once the project was won, our models became the working foundation. We refined the design alongside Experiential Supply Co., balancing:
- Layout and crowd flow, fitting a sixteen-foot structure and a working point of sale into a 20′ × 30′ footprint.
- Compliance and ADA, so the space was accessible and met show requirements.
Build
We delivered OBJ files to Experiential Supply Co., whose team developed their CAD and fabrication drawings directly from our models.
The Result
The activation was built and ran at San Diego Comic-Con 2026, directly across from the Marvel Studios booth.