Case Study 01
Fabrication Events
Two decades of the region's most ambitious installations — finally in one place, and finally selling design instead of inventory.
The Challenge
Fabrication has been building the region's most ambitious event environments since 2000 — drape, staging, dance floors, custom scenic — for venues where nothing is allowed to look improvised. But the site read like a rental list, not a design partner. Worse, it asked two very different people to walk through the same door: the client hiring them to design an entire room, and the industry pro who needs four hundred feet of ivory drape by Friday.
What I Built
One homepage, two clear paths. The hero leads with an installed room — the thing they actually sell — with the rental catalog one deliberate click away and a wishlist so industry pros can self-serve without a phone call. Services split into the five things people genuinely search for: drape and fabric, furnishings and bars, dance floors, staging, backdrops. The gallery was rebuilt as the proof engine rather than an afterthought.
Why It Works
In event design the sale happens in the first three seconds of looking at a room. Every decision here protects that moment: a dark ground so the light in the photography carries, generous negative space, imagery big enough to feel like standing in the room. Twenty years of credibility is stated once, plainly, and then demonstrated for the rest of the site.
A site that positions Fabrication as a design partner first and a rental house second — and lets the trade side of the business run itself.
Homepage — the room leads
Gallery — the proof engine
Mobile — catalog in hand