We admit some of us had to look up “Tribology” (It’s the science of interacting surfaces). But we quickly grasped its importance in the industrial big picture. The annual meeting of the Society of Tribologists and Lubrication Engineers (STLE) is the most respected venue among lubrication professionals, and Dow called on us because they wanted more than just a display. They wanted a presence that would promote their innovative leadership to established and prospective customers alike. The multiple entrance design we created provided open areas for informal discussion and led to private meeting spaces as well. The experience exposed visitors to Dow products and messaging. The display generated a lot of buzz, all positive. And that’s a word we all know.