Longboard

The Challenge: Integrating Architectural Products into Modular Design

Longboard had previous trade show experience, but it wasn’t without its difficulties. “In the past, they’d had some complications with exhibit build quality, modularity, and on-site assembly,” explained project lead and Partner, Josh Green of SQ. For their next major exhibition tour, Longboard understood the complexities of using their architectural products within a temporary structure and knew they needed a strong partner. “It was important for them to be able to work with somebody local and capable,” Green added, noting that Longboard “wanted it to be really collaborative between their team and the build team.”

A primary challenge was adapting a product intended for permanent, large-scale architectural use to the modular needs of a trade show exhibit. Longboard’s aluminum systems had to clad multiple surfaces, maintain precise alignment across separable sections, and endure repeated assembly, all while presenting a unified, high-quality appearance.

The Sequoia Solution: Collaborative Design and Digital Precision

Sequoia worked closely with Longboard from the outset, establishing what SQ Partner, Rory Amelio described as a “one team” approach where “everyone was very open, willing to work together.” Longboard presented a strong initial design concept, and Sequoia provided technical feedback to improve structural efficiency and visual flow. This collaborative process produced a final design that met Longboard’s objectives and was expertly engineered by Sequoia.

Integrating Longboard’s product into a transportable structure required exceptional detail. “Their product is very well designed,” Amelio noted, “but this is a very non-traditional approach… installing it in a trade show booth where it’s got to break down.” Sequoia invested time to thoroughly understand these unique installation characteristics. A key element of the solution was an extensive digital pre-visualization. “Evan, our detailer… was with us on site… it was an incredible resource because he had his computer and the whole model there ready to go,” said Ameilo. “I don’t think we could have done it without such a deep digital integration of CAD.” Using advanced CAD software, every booth component, including each Longboard panel and trim piece, was digitally assembled to tight tolerances.

In the workshop, this digital plan guided Sequoia’s craftspeople. A significant amount of Longboard’s product was pre-installed onto the booth’s structural sections. Sequoia also developed custom crating to protect these uniquely clad components during shipping. The Sequoia team managed the complete installation at key US shows, delivering the turnkey service Longboard required.

The Result: An Effective Booth and a Stronger Partnership

The Longboard trade show exhibit performed exceptionally well. The 20×40 foot space, designed with the flexibility to also function as two separate 20×20 booths, was a standout on the show floor with its clean design and successful product integration.

Client feedback was exceptionally positive. “I can’t even articulate how happy the client is… The happiest client we’ve ever had,” shared SQ Partner and head of Operations, Gregg McNally. The Longboard team visited Sequoia’s facility frequently during the project and worked closely with the SQ team. The project was a tremendous success, leading Longboard to request an adaptation of half the booth for the American Institute of Architects (AIA) conference.

For Sequoia, the Longboard project served as an important developmental step. “I think it helps progress the way we take projects from drawing and detailing into the workshop and provides another level of sophistication for our approach to shop drawings and CNC files,” McNally added. The Longboard project was a stellar representation of Sequoia’s capacity to manage complex material integrations and deliver effective experiential environments that support our client’s critical business objectives.