FROM TIDE TO TIDE
CELEBRATING 40 YEARS OF COOKE
Cooke by DisplayCO en Seafood Barcelona 2025
THE CHALLENGE
For the 2025 edition of Seafood Expo Global, one of the world’s premier 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 booth. It needed an immersive brand experience that would communicate the company’s international presence, culinary innovation, and 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 areas, interactive digital content, and a culinary area capable of hosting live tastings. All of this had to be executed flawlessly, with visibility from every angle of the exhibition hall and in complete alignment with the recently refreshed 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 embraced 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 the Cooke team to connect with clients and partners.
To represent Cooke’s culinary excellence, we created a double-bar system: one bar for live cooking with Cooke’s seafood and another designed as a café for informal conversation. Nearby, the “Cooke Marketplace” replicated a retail environment with real refrigerated display cases, making the product range tangible and immediately accessible.
Every visual element, from the giant backlit images to the brand totems and a 4-meter-wide floating logo, was designed to be bold, elegant, and unmistakably Cooke. We clad 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 its product range in real-world retail and culinary contexts, and tell the story of its 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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