FROM TIDE TO TIDE
CELEBRATING 40 YEARS OF COOKE
Cooke by DisplayCO at Seafood Barcelona 2025
THE CHALLENGE
For the 2025 edition of Seafood Expo Global, one of the world’s most important seafood trade events, Cooke Inc. sought to make a lasting impression. Celebrating its 40th anniversary, the global leader in seafood needed more than just a simple booth. I needed an immersive brand experience that communicated the company’s international presence, its culinary innovation, and its deep commitment to sustainability and community.
The challenge was multifaceted: to design and build Cooke’s largest stand to date: an expansive 450 m² space, with two-story meeting spaces, interactive digital content and a culinary area capable of live tastings. All of this had to be executed perfectly, with visibility from all angles of the exhibition hall and in total harmony with the recently renewed global brand identity.
There are times when a space must speak louder than words. When design becomes narrative and presence becomes identity. For Cooke Inc., 2025 marked not just another year at Seafood Expo Global, but also the celebration of four decades of cultivating the ocean with care. This milestone required more than a booth. It required a landmark.
OUR APPROACH
At TARS Design, we take on the challenge with our usual mindset: to collaborate, innovate and build to inspire. Working closely with our Canadian partners at Displayco, we developed a functional, experiential, and emotionally impactful concept.
We placed digital storytelling at the heart of the booth. Visitors were greeted by 44.5 m² of LED screens and video walls, including a striking pair of 9- and 8-meter-wide displays that enhanced the visual identity. A touch-sensitive world map allowed guests to explore Cooke’s operations in 15 countries, showcasing videos and information that illustrated the company’s global impact. This interactive system created a multi-sensory experience that invited visitors to learn, interact, and remember.
Above the main floor, we built a mezzanine with four meeting rooms, including a premium private lounge, fully carpeted and equipped for business presentations. This upper level provided a quiet, elevated space for Cooke’s team to connect with customers and partners.
To represent Cooke’s culinary excellence, we created a double bar system: one for live cooking with Cooke’s seafood and another designed as a café for informal chats. Nearby, the “Cooke Marketplace” replicated a retail environment with real refrigerated display cases, making the product range tangible and immediate.
Every visual element, from giant backlit images to brand totems and a 4-meter-wide floating logo, was designed to be bold, elegant, and unmistakably Cooke. We covered the surfaces with globally themed vinyl, reinforcing the company’s reach and vision.
“Designing the largest stand in Cooke’s history was an exciting challenge. Every square meter had to tell a story: that of a global brand celebrating 40 years of evolution.”
Carlos Juárez Álvaro, Project Manager
THE RESULTS
The result was a spectacular stand that not only met the client’s expectations, but exceeded them. Cooke’s 450 m² stand became a magnet at Seafood Expo Global, attracting visitors with its vibrant visuals, interactive storytelling and warm hospitality.
Internally, the stand was hailed as a milestone: the largest in Cooke’s history and a tribute to its 40th anniversary. The team used the space to forge business relationships, showcase their product range in real-world retail and culinary contexts, and tell the story of their mission to “cultivate the ocean with care and nourish the world” through every detail of the space.
At TARS Design, it was an honor to bring this ambitious vision to life, not only by building a stand, but by creating an experience that reflected the values and vitality of one of the most important seafood companies on the planet.
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