Behind the Scenes at the Wiz Booth: How to Create a Memorable Expo Experience

How a stand that drew attention across the show floor was planned, designed and built.

Wiz has turned its trade show stand into a diner, a store and a yellow brick road. This story shows the three tests behind each theme, how one idea runs through staff and swag, and how Wiz measures the results. It ends with a worksheet and an audit you can copy.

Cybersecurity halls are mostly dark and full of hacker themes. Wiz first came to RSA Conference in 2022. Since then it has met the dark halls with a diner, a supermarket, a toy store and a yellow brick road.

This account of the Wiz booth takes its title from a blog post by Wiz's head of brand. It draws on that post and on press coverage.

A yellow brick road in a dark hall

At RSA Conference 2023, the Wizard of Wiz stand laid a yellow brick road. Actors played Dorothy, the Tin Man and the Scarecrow. JupiterOne, another exhibitor, noted one odd thing. As far as it could tell, it was the only booth at RSAC whose signs did not say what the company does.

The trade press noticed. EXHIBITOR magazine named WizMart among its five favorites from RSA Conference 2024. Event Marketer profiled the program in September 2025. Google completed its purchase of Wiz on 11 March 2026.

The Wiz booth themes, show by show

• RSA Conference 2022: Wiz's first RSA Conference
• AWS re:Invent 2022: Level Up, 1980s video games; Wiz reported over 4,000 visitors
• RSA Conference 2023: Wizard of Wiz
• AWS re:Invent 2023: An American diner above the clouds: Data Burgers, Malware Donuts, Shift Left Hotdogs, an Elvis impersonator, a hot-air balloon
• RSA Conference 2024: WizMart, a grocery store of joke products on towering shelves
• RSAC 2025: CISOtopia, a toy store of remade games
• Black Hat USA 2025: Magical CISO Topia, with custom sneakers to win
• RSAC 2026: Wiz Agent Lab

Three tests for a theme

A concept "should be original and surprising; reflect the company's values; and be relevant to the industry," the head of brand wrote on the company blog.

The diner shows the tests at work. A diner above the clouds is a surprise in a security hall.

The menu passes the industry test. Shift Left Hotdogs and Malware Donuts speak the language of the people walking past.

CISOtopia did the same with games. Uno, Monopoly and Lego were remade to stand for Wiz products, Event Marketer reported.

One story through every touchpoint

The blog plans each stand around design, experience and memory. The story runs from the demo video to staff uniforms and brochures. Actors greet visitors and pull them in.

The swag is useful. It has included theme socks, a cybersecurity Magic 8 Ball and custom sneakers. Even the empty game boxes kept leaving the shelves, Event Marketer reported.

The former head of strategic events described the payoff. When staff say "Thank you for having a doughnut with us," visitors instantly know which booth and which product.

Built to travel

Two themes a year "must be scalable across 24 global strategic events," according to Event Marketer. The magazine credits design and build to Exhibitus. The public sources give no booth sizes. Nor do they show how a themed layout shrinks from a large island to a smaller footprint.

Measuring the fun

Wiz's head of brand gave Event Marketer one headline figure. "As soon as we started doing themes at conferences, we got 3.5-times more leads than at events where we didn't do themes," they said. That is the company's own claim.

The article does not say how Wiz defines a lead. Nor does it say what the comparison was based on.

The measures run before, during and after the show. Before it, there is social media. During it, there are QR code scans in the games, heat mapping and badge scans. After it come CRM campaign tracking, LinkedIn follows, event sign-ups and visits to the careers page.

What to borrow on a smaller budget

Start with a booth theme worksheet. Score each idea yes or no against the three tests.

• Original and surprising. Question for each idea: Would it stand out in this hall?
• True to our values. Question for each idea: Does it say who we are?
• Relevant to our industry. Question for each idea: Does it speak our buyers' language and lead to our product?

Then audit the touchpoints. Mark every place the idea appears.

• Stand
• Staff
• Swag
• Screens
• Print
• Social
• Follow-up

Next, design one moment worth a photo, like the yellow brick road at RSA Conference 2023. Plan the theme so it scales across several shows. Decide the measures before the show.

Keep the theme in service of conversation. Booths that only entertain draw crowds, while booths designed for conversations draw buyers.

One idea, carried and measured

A memorable expo experience is one idea carried through every touchpoint. It is measured as carefully as it is designed.

A theme like a diner or a toy store still has to fit the hall. Monet lets you test a themed layout to scale in the real venue, with walkways and exits checked after every change and 3D renders to show the team, before anything is built.