Situation
Previously, WhiteBoard designed and produced instore displays to merchandise hunting and fishing games by Activision within Cabela’s retail stores. Dubbed the Game Stand, these displays played a big role in tripling game sales. But Cabela’s and Activision wanted a larger point-of-purchase display to promote new game lines.

Solution
The Game Shack was designed to reflect the warm and rustic environment of Cabela’s. To achieve the desired one-of-a-kind, built-from-scrap aesthetic, the displays are built one at a time by the Prototyping Department. Imperfect, knotty, and slightly uneven lumber is selected, then cut with a band saw for rougher edges. The weathered look is created by applying one coat of stain, irregularly applying a second, then applying a third gray coat for an oxidized effect. The finished Game Shack is outfitted with four consoles for instore play along with plenty of display space—effectively doubling the efforts of the previous model.

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