State Fair of Texas iSpy Exhibit

Touring the diverse Texas regions without leaving the fairgrounds


Texas is a large state and one with the most variations between regions – white sand beaches of Port Aransas to the Guadalupe Mountains, deep east Texas piney woods to the Llano Estacado – it’s a large ecosystem. The uniqueness of Texas is also something Texans take pride in and come together over. With new building construction at the fair, there was the perfect opportunity to use space bringing Texans together over what they love: all things Texas while highlighting each region’s contributions to production agriculture. The goal was to push the limits of creativity with a combined in-person exhibit and digital experience seamlessly all-in-one for the digital-native demographic.

The iSpy space is one-of-a-kind agricultural exhibit bringing digital and in-person textures and experiences together, and the first and only of its kind at any Texas youth livestock show.


“ iSpy is an immersive experience into the unique regions of Texas and the different agricultural commodities that each region contributes. The “trail” created lets people travel the entire state, from the panhandle to the coast, to the hill country, and shows them there is so much more than cow and cotton in our state.”

– Daryl Real, Senior Vice President, Agriculture and Livestock State Fair of Texas