KBIS 2025 — Ross Greenblat

KBIS 2025

The Kitchen & Bath Industry Show (KBIS) is North America’s largest trade show dedicated to all aspects of kitchen and bath design. Each year, it brings together designers, builders, retailers, and media to experience the latest innovations shaping the home appliance industry.

For KBIS 2025, Whirlpool Corporation set out to go beyond its typical presence and deliver a multi-brand activation featuring KitchenAid, JennAir, Whirlpool, and Maytag. This effort set a new creative and strategic benchmark — transforming the booth experience into a powerful expression of brand storytelling, product innovation, and immersive engagement.

As part of the activation, we partnered with Kerrie Kelly, Vice Chair of the Board of Directors for the NKBA, on the design of the JennAir space. Her collaboration brought added depth, industry insight, and credibility to the experience — reinforcing JennAir’s bold point of view in the luxury design world.

Key Results:

11,000+ unique badge scans — a 745% increase from the previous year

Over 1 billion media impressions — up from 220 million in 2024

65% share of voice — outperforming all competitors in the category

7 industry awards — including recognition for design, experience, and innovation

This activation not only exceeded every major KPI — it also served as a model for how our brands can command attention, drive meaningful engagement, and connect with both trade partners and consumers at a pivotal industry moment. Just as important, KBIS 2025 showcased the power of effective cross-functional collaboration across Whirlpool Corporation’s brand, product, and sales teams, setting a new standard for what internal alignment can achieve on the industry’s biggest stage.

WoW Studios
Chief Creative Officer: Tito Ramirez
Head of Brand Design: Carrie Ruby-Wolf

Whirlpool Corp
VP, Brand Management: Shannon Blakely
Senior Brand Manager: Carm O’Neal
Senior Associate Brand Manager: Jeremy Jones
Event Manager - Sales: Shani Kavanaugh

Booth Fabrication & Design: IGE Group
Lead Project Manager: Kyle Baker
Specialty Booth Fabrication: ID3

Prop & Specialty Item Fabrication: Hero Solutions
Founders & Fabricators: Ira Amyx & Jay Nelson
Lead Art Director: Ashley Irons
Production Coordinator: Jen Bukovsky

There were many more people that worked on KBIS from WoW Studios, Whirlpool Corp and other external partners, and KBIS would not have been a success without their help.

Interactive Tour of Booth

Photos During Show

Empty Booth Photos