The primary objectives of Fulton Market Design Days (FMDD) 2024 centered on fostering community and growth within the architecture and design industry. The event aimed to unify the community by creating an inclusive, collaborative, and accessible platform for both established and emerging brands. A key goal was to reduce competition by promoting camaraderie and a shared vision for the industry. Efforts were made to expand accessibility, ensuring that smaller companies could participate and gain visibility within the design world. To enhance the attendee experience, FMDD incorporated creative, interactive elements and prioritized robust organizational planning. Additionally, the event sought to drive measurable growth in both physical attendance and digital engagement compared to its inaugural year.

FMDD 2024’s execution was rooted in thoughtful planning and innovative activations, ensuring a memorable and impactful experience. The transformation of Fulton Market into a cohesive, magenta-branded environment was achieved through partnerships with the City of Chicago and the West Central Association. Magenta bollard covers, wayfinding signage, and light pole banners created a visually striking and unified aesthetic. At the heart of the event was the first-ever Welcome Center, which served as an information and registration hub. This space featured a tension fabric display showcasing FMDD branding and sponsor logos, along with stylish seating provided by Humanscale and layered rugs from J+J Flooring. Transportation options, including branded shuttle buses and JSI-sponsored rickshaw rides, added both convenience and a sense of adventure for attendees.

Creative activations played a key role in engaging participants. A silkscreen printing activation, housed under a custom magenta pergola, allowed attendees to create personalized t-shirts and posters. This hands-on experience was supported by non-profit Spudnik Press and Brainfreeze Press, fostering both creativity and connection. Additionally, street-level treats from local food and beverage vendors, including smoothies, popsicles, donuts, and coffee, encouraged exploration of the showrooms while providing a delightful experience.

FMDD 2024 achieved remarkable outcomes across several key metrics. The event drew over 10,000 attendees and 8,500 registrants, marking a significant increase from its inaugural year. Digital engagement also saw impressive growth, with 145,000 total impressions—a notable jump from 2023—including 73,000 impressions on the event website and 37,000 on social media platforms. Social media performance further highlighted the event’s success, with a 434% increase in followers and a 933% boost in engagement. Beyond these numbers, FMDD made a meaningful community impact by bringing together a diverse group of architecture and design professionals, sparking collaborations, and strengthening the industry as a whole.