This time next week, all collecting eyes will be firmly fixed on the Donald E. Stephens Convention Center in Rosemont, Ill., the site of the 36th National Sports Collectors Convention. And for many of those fans visiting Chicago for the big show, the massive Panini America booth that anchors the corporate pavilion will be the primary destination for any number of reasons.

Whether show-goers are participating in the company’s epic wrapper-redemption program, taking advantage of the Live Redemption Trade-Up Program, participating in or watching the many group breaks in the booth, qualifying for a coveted ticket to the exclusive Panini National VIP Party, redeeming their six-card VIP set, or simply soaking up the ambiance, the Panini America booth promises to be the place to be.