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D'Addario wins first-ever "Boothie Award" presented by Up Beat Daily at NAMM 2018

D'Addario reveals brand-new NAMM booth and wins multiple industry awards

D’Addario recently returned to its Long Island headquarters after an incredibly exciting and successful NAMM show in Anaheim, CA. This year, we unveiled a brand new booth that further elevated our products, brands and company to iconic status – in fact, our year-long efforts won the first-ever “Boothie Award,” presented by Up Beat Daily during the trade show last month.

Designed in collaboration with The Rockwell Group, the booth is a sculptural presence that is more evocative of a museum or art gallery than a typical trade show booth. The facade of the booth is adorned with an array of over 352 faux wooden louvres, whose undulating, diving forms create a layered effect evocative of soundwaves, body forms of acoustic stringed instruments, and of course, the strings that made D’Addario a household name. The louvres are set against a dark grey metallic surface, evoking the technological innovation that has become the fulcrum of D’Addario’s identity. Utilizing a split-level scheme in conjunction with a rotating circulation path, the design is intended to draw people into the individual brand experiences that circumscribe the area, consisting of private meeting rooms (520 sq. ft.), additional sales meeting areas (780 sq. ft.), and interactive brand experiences (1860 sq. ft.).

Arranged in what we lovingly refer to as the “Fidget Spinner” layout, each exterior wall area and its corresponding floor space is designed to facilitate a blank canvas brand experience for each of our sub-brands, including D’Addario Fretted & Accessories, D’Addario Percussion (Evans & Promark), D’Addario Woodwinds, D’Addario Orchestral, and a section dedicated to our corporate responsibility, sustainability and loyalty programs – Playback, Play Plant Preserve, The D’Addario Foundation, and Players Circle.

The experiences on each of our brands’ walls and corresponding floor space – including product displays, physical and audio visual elements seen in D’Addario’s brands’ various ad campaigns, product demonstrations, and interactive experiences – were designed and brought to life by D’Addario’s in-house creative team in conjunction with various fabricators and creative technologists.


D’Addario & Co.

Director of Brand: Amy D’Addario

Chief Marketing Officer: Jonathan Turitz

Global Creative Director: Andrew W. Kay

Director of Design: Michael Caradonna

Associate Creative Director: Yalda Zakeri

Associate Creative Director: Schuyler Hunt

Art Director: Caitlin Fine

Graphic Designer: Mason Pajunas

Copywriter: Henry Northington

Copywriter: Charity Lombardo

Director of Project Management: Jennifer Verdi-Cohen

Project Manager Lead: Courtney Klein

Producer: Louise Palmberg

Architect: The Rockwell Group

In addition to the “Boothie Award,” D’Addario was also honored with a number of prestigious industry awards, all voted on by U.S. dealers nation-wide. These awards included MMR’s “Accessory Line of the Year,” as well as Music & Sound Retailer’s “Manufacturer of the Year,” and “2017 Outstanding Community Service Award.” Additionally, we won awards from Music Inc., including “Supplier Excellence Award,” and “Product Excellence Award for the brand-new D’Addario Chromatic Pedal Tuner.