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Vision 2020: Reflection and Renewal

Milestone moments such as the celebration of a big birthday, accomplishing a major goal, or the start of a new year, naturally inspire reflection.  In this case, the transition from one decade to the next, has inspired us to take stock of the past 27 years and reflect on just how much our industry and our organization have evolved.

It’s through this process of reflection that we’re marking a new chapter in our organizational evolution, and are excited to announce that as of January, 2020, Mirror Show Management is now MSM.

When Mirror Show Management was founded in 1993, our name was derived in part from the idea that we “mirrored” a brand’s image through custom trade show exhibits. Successful face-to-face marketing is now so much more than showing up at a trade show with a beautiful branded exhibit; it’s about creating personalized experiences that tell a brand’s story. That’s the business we're in today.

Our Rochester-based trade show company has transformed into a global experience agency. Today, brands look to us as the expert in customer engagement, to create unforgettable experiences through immersive design and game-changing interactive event technology.  

As we’ve continued to evolve and innovate in brand experiences, delving more and more into face-to-face brand engagement, permanent installations and customer events, the name Mirror Show Management no longer makes sense for what we do. MSM is an end-to-end experiential partner that brings brands to life on and off the trade show floor.

This change has been a long time coming, and we look forward to sharing our new look and feel with you in the coming year. We appreciate our customers and partners continued support, and rest assured, nothing is changing in our core values, or our relentless pursuit of innovation, quality, and unbeatable service.

Here’s wishing you a happy, healthy and prosperous 2020.



Donna Shultz


ABOUT MSM is a woman-owned, award-winning brand experience agency based in Rochester, NY. With a focus in exhibits, events and activations, MSM solves face-to-face marketing challenges through one-of-a-kind experiences that tell brand stories, captivate audiences, engage the senses, and inspire customer loyalty.

MSM is a Top Workplace in its region, was the first agency RFP-certified by the Experiential Designers and Producers Association (EDPA), is a top industry fabricator with recurring placement on Exhibitor Magazine’s Find It Top 40 List and Event Marketer’s Fab 50 List, and opened sister agency The Experience Shop in 2018 to expand its offerings in non-traditional event marketing experiences.