During an impromptu meeting Beaver says, “We’ve got 30 days to design and build a new booth for Outdoor Retailer, good luck”. Just like one of those ads that promise you’ll lose 40 pounds in a month, we promised that the booth would be ready. An outward-facing, curvilinear exo-skeleton was dreamed up, fabricated in recyclable materials and fork-lifted in one piece down the show’s halls. Once in place, the booth’s curved lines and graceful stance easily stood out from the right-angled, laminate-filled booths that clutter the show.