o compete against the likes of Patagonia Inc. and Keen Inc. at the Outdoor Retailer Summer Market in Salt Lake City, Prana Inc. needed an exhibit that would dispel the bland-tofu image its previous booths had projected. The yoga- and climbing-apparel maker wanted an exhibit that captured the quirky essence and calm energy of a company where, every day at 2:45 p.m., the baritone of a Chinese gong pulses through its Vista, CA, headquarters, prompting staff to stop what they’re doing for a one-minute meditation.

With the help of San Francisco-based design firm Gensler Inc., Prana created a 2,400-square-foot exhibit designed to draw in visitors by radiating the calm of the lotus position with the chic cool of an upscale boutique. Hundreds of 16-foot knotted-hemp ropes dangled from an overhead truss and formed an enormous bead-like curtain that encircled the space. Between two sections of the ropes, Prana also hung custom-made millwork pieces, with the company logo carved on one like a coat of arms. Framing still another part of the booth was a segment cut from a shipping container that created an eye-catching wall.

Prana further mellowed the exhibit’s atmosphere by removing several of the harsh sodium-vapor lights overhead, and installing a truss-mounted canopy made of branches from the manzanita tree. For the flooring, Prana laid sustainable carpet tiles made from animal fibers the
color of sunbaked gold and desert brown over parts of the drab concrete surface. Visitors checked out Prana products positioned on rough-hewn plywood walls lit by Japanese paper lanterns. Afterward, attendees relaxed on benches made of linen-soft hemp, whose wedge shapes were inspired by the company’s logo.

Featuring unconventional materials, Prana created a soothing space that remained true to its corporate culture and drew record crowds in the process, proving that inner peace is good for your body and your bottom line. e