Canada Pooch Launches "WagLab" with Custom Tradeshow Exhibit

Situation

Leading pet apparel brand Canada Pooch set out to launch “WagLab,” a new product innovation platform, at one of the pet industry’s most competitive trade shows. The goal was to move beyond a standard custom trade show booth and develop a high-impact experiential marketing activation. The ultimate goal? Position WagLab as both a product line and a forward-thinking innovation hub.

In a crowded expo hall filled with trade exhibits, branded environments, and large-scale trade show displays, Canada Pooch needed a booth design that would stand out visually at the event, while delivering measurable results. Key objectives included increasing trade booth traffic, driving attendee engagement, encouraging social media sharing, and creating meaningful interactions with retail buyers and distribution partners. The challenge was translating a digital-first, design-driven brand into a physical, immersive exhibit experience that could perform on the trade show floor.

Solution

Britten Inc. partnered with Canada Pooch to design, engineer, and fabricate a fully custom experiential exhibit. By bringing the WagLab concept to life as an interactive, lab-inspired environment, Britten worked outside the box. This was not a traditional trade show booth, but a strategically designed branded experience focused on engagement, storytelling, and participation.

The custom exhibit design featured bold Foam3D™ dimensional sculptures, high-impact large-format graphics, and decal imagery. These elements combined created a cohesive and visually striking “lab” environment. Every element was intentionally crafted to reinforce WagLab’s identity around performance, innovation, and play.

Interactive product demonstration zones were integrated throughout the booth, allowing attendees and their pets to test products in real time. This hands-on approach transformed the space from a passive display into an active product experience, increasing dwell time and deepening brand connection.

To maximize visibility across the event floor, the trade exhibit incorporated oversized sculptural elements, including a custom-branded claw machine game wrapped in WagLab graphics. These large-scale experiential display features acted as visual anchors, drawing attendees from across the expo and creating natural entry points into the exhibit.

The booth layout was strategically designed to manage high foot traffic while maintaining clear pathways for exploration and dedicated areas for one-on-one buyer conversations. Built-in social media moments and content capture zones encouraged attendees to take photos and videos, supporting organic social amplification. The resulting reach of the display extended organically beyond the event itself, promoting the brand at no additional cost.

Impact

The WagLab experiential booth quickly became a standout destination at Global Pet Expo 2026. The custom environment drove high booth traffic, increased attendee dwell time, and provided strong engagement throughout the event. The immersive trade show environment successfully elevated Canada Pooch’s brand positioning, reinforcing its role as an innovator in the pet products space.

The activation generated significant organic social media exposure due to the engaging visual elements throughout the exhibit. The booth's attendees actively shared content from the interactive features and visually dynamic design. This extended brand reach well beyond the trade show floor and contributed to increased awareness of the WagLab platform.

From a business perspective, the custom trade booth supported more meaningful and productive conversations with retail buyers and partners. The resulting product was higher-quality leads and stronger relationship-building opportunities.

Overall, the project demonstrated how a strategically executed experiential marketing booth, combined with custom fabrication, interactive design, and branded storytelling, can transform a trade show presence into a high-performing marketing asset. The impact and long-term brand value was immediately apparent from the trade display, resulting from a productive partnership with zero corners cut.