Dairy Farmers of Wisconsin Cheeselandia

Wisconsin Cheese at SXSW

Custom / Experiental

The Dairy Farmers of Wisconsin marketing team and Captivate experts worked to develop and construct a playful face-to-face marketing environment for the SXSW Conference and Festival held annually in Austin, Texas. DFW’s goal for this display was to promote Wisconsin Cheese to younger generations and hip SXSW attendees through the Cheeselandia POPUP environment. The quick turn nature of the POPUP display required lightweight, easy to set, theatre-like facades that emulated the playful nature of a Wisconsin state fair with circus elements reminiscent of big top events of a time long ago.

Cheese was displayed and served in state fair fashion, using large cut out food truck vignettes, a big top circus presentation stage, festive overhead lighting and colorful palette. A working Ferris wheel provided movement and unique cheese sampling opportunities. Actors, jugglers, musicians and a big top ring leader encouraged attendees to sample and pair cheese, wine, beer and crackers! 

The Cheeselandia POPUP display has been used across the United States with stops in NYC, Florida, NOLA, Denver, California, and others where members of the ‘Cheeselandia Club’ were invited to attend, sample and enjoy. Multiple set up configurations allow the DFW marketing team to switch the set up from display to sampling with ease. The Wisconsin Cheese Cheeselandia event display ships KD and assembles quickly and easily.

The major display components were constructed using a honeycomb cardboard material and were recycled after the final use.

Key Features

  • Designed to accommodate a various sized footprints at indoor and outdoor venues
  • Printed, die cut, honeycomb cardboard stock
  • Multiple set up configurations
  • Lightweight and easy to transport
  • Toolless assembly
  • Changeable signage for easy sponsor updates
  • Recyclable components to reduce carbon footprint
  • Imagery and general event feel tied into media promotions


N56W24701 North Corporate Circle
Sussex, WI 53089

Phone: 262-432-8410
Toll free: 877-252-5065

Monday – Friday
8:00 AM – 5:00 PM