Custom BoxPop® Tradeshow Structure for revere at New York Comic Con

VeeFriends is Gary Vaynerchuk’s globally recognized character-driven collectible and comic book community. The REVERE agency came to BoxPop® and needed a high-visibility, physical presence that could be displayed around the US at Fanatics Fest in NYC, The National Sports Collection Convention in Chicago, and finally— New York Comic Con, one of the largest pop-culture conventions in the world. With tens of thousands of attendees navigating the Javits Center each day, Revere required an installation that not only stood out in an extremely crowded environment, but also aligned with the brand’s playful, character-centric energy. 

The team sought an immersive, multi-level structure that could function as a multitude of things, as well as transport seamlessly to varying locations. Most notably acting as a visual anchor amid the noise and foot traffic, this installation also needed to serve as a content-capture hotspot for fans. The structure would act as a premium platform for the VeeFriends team to engage with attendees and create a branded statement piece that elevated the characters image and brand recognition.

Collaborating with REVERE, BoxPop® produced and installed a custom branded BoxPop® 20' container designed specifically for the pace and energy of New York Comic Con. The unit was engineered and fabricated with both structural strength and high-impact branding elements to make VeeFriends impossible to miss on the show floor. The booth was fitted with a custom upper-deck platform and standout spiral staircase to elevate the brand presence and create a premium vantage point over the convention floor crowd. Precision-cut Foam3D™ letters were then created to match the vivid, character-forward world of VeeFriends, mounting them prominently on the face of the structure. The 20’ BoxPop® was finished by spray painting it the VeeFriends signature shade of purple, transforming it from a standard shipping container into a custom immersive environment. The BoxPop® installation team oversaw all on-site execution, working within the constraints of the Javits Center and NYCC schedule.

The final build became one of the most photographed and engaging touchpoints at New York Comic Con. The towering structure and bold 3D lettering helped VeeFriends stand out instantly among competing booths and experiences. The unique upper deck and vibrant visuals encouraged photo ops, lines, and fan-generated content, boosting organic social reach, helping VeeFriends secure a premium-level brand moment that matched the scale and energy of NYCC. The structure and 3D elements were designed with durability in mind, enabling future use and continued ROI as VeeFriends continued its multi-stop tour. 

BoxPop® proved to be both a functional activation hub and a highly memorable brand landmark, perfectly aligned with VeeFriends’ mission to bring its positive character universe to life.