IREKS – Tradition and Innovation in Baking

For IREKS, a global leader in high-quality baking ingredients and malts, MMU Livedesign engineered an immersive 600sqft brand experience at IBIE in Las Vegas that bridges the gap between industrial technology and artisanal craftsmanship.

• The “Sensory Exhibit” Concept: We developed a booth layout centered on the “Live Bakery” experience. The design incorporates professional-grade ventilation and power systems to support high-performance ovens, allowing the aroma of fresh baking to act as a natural visitor magnet.

• Warm Professionalism: The exhibit uses a “Bakery-Modern” aesthetic, utilizing premium natural wood finishes and clean, minimalist surfaces that reflect the purity and quality of IREKS’ ingredients.

• Integrated Tasting Environment: A key functional requirement was the seamless integration of a high-end tasting and hospitality zone. This area was architected to facilitate deep-dive technical discussions between IREKS experts and international master bakers.

• Strategic Product Staging: We custom-built display systems that present raw ingredients (malts, sourdoughs) alongside finished baked goods, demonstrating the “Source-to-Solution” expertise that defines the IREKS brand.