Universal Products & Experiences Booth at Las Vegas Licensing Expo 2025
I was honored to be a part of the team working on the booth design and development of the booth for Universal Products & Experiences (UP&E) for the Las Vegas Licensing Expo. The team was led creatively by Ryan Rorhbaugh, VP Brand and Creative, Multimedia at UP&E — who designed the overall booth structure.
All photos by Javier Llerenas.
Illumination Activation Space
I was responsible for the creative direction for our space outside of the booth that was dedicated to Illumination Entertainment, the studio best known for its Minions franchise. This space was a collaborative effort, and I am grateful to the Illumination team for their support and partnership.
We wanted the booth to encourage interaction and gravitated toward the idea of gamification. Since being in Las Vegas, why not create our own Minion-themed slot machine?
With the help of Illumination, I designed the slot machine to be an anamorphic design as one of the Minions. It ended up being the Minion named Dave — with one arm as the pull lever and the other arm as the slot where your prize comes out, along with the eyes displaying slot machine inspired animations. The game was simple, if you get an icon match on one eye you win a banana (a foam stress reliever) and it you had an icon match in both eyes you win a pack of Mini Funko Pop toys featuring the Minions.
