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Agritechnica, Solutrans, Commercial Vehicle Show, IAA
Messe Hannover, Eurexpo Lyon, NEC Birmingham

We were first appointed to work with Truck-Lite to design, manufacture and build two trade shows in 2013 at Agritechnica in Hannover and Solutrans in Lyon, and we have gone on to build further exhibition stands at the Commercial Vehicle Show at the NEC Birmingham, as well as their biggest project yet, once again in Hannover at IAA.


First Concepts:

The initial brief was to produce some simple, clean, well branded exhibition stand ideas with corporate flashes of colour that enabled the effective display of lighting and other products such as mirrors and reflectors. The stand was to be re-useable, easily stored, and flexible in adapting to different spaces, stand sizes and orientations all of which it has proved to be.

Unique Challenges:

Working with product is always a challenge but fortunately one that we enjoy tremendously. Getting ‘hands on’ with the positioning, mounting and wiring of the lighting in this instance has enabled us to gain a greater understanding of how the product might be most effectively displayed, and this has translated into a fluid evolution of the exhibition stand design, demonstrating the value of long term partnership and close working relationships. This is also a great example of the advantages to be found in working with a company like us who both design and manufacture with the product knowledge gained seamlessly enriching the development of future design proposals. 

IAA Design Rationale:

At IAA ‘see and be seen’ was the key message and this translated into an exposed stand position within the trade fair and a 5m high stand structure visible from across the hall. ‘Global’ was the key theme, communicated to delegates via a 2.2m diameter clear acrylic half sphere with the world map hand painted to the inside in pantone matched Truck-Lite red. Lastly an ‘innovation zone’ formed the main stand attraction with a large AV display on the external face capturing the attention of delegates, iPads on the wall to the perimeter and inside a number of selected new to market development pieces displayed to engage and enhance the delegate experience.


‘From the moment ESM came into our office in 2012 to discuss show ideas we knew that they would be a great company to work with. They were very professional and came up with some new ideas that we hadn’t even considered. Having worked with them for two years now we have a great relationship where I trust 100% that they will deliver on what has been promised and on time. I visit their facilities frequently during the design and build stage and they really do make me feel like one of the family. They will do literally anything to help their customer even down to organising a personalised cake for Truck-lite’s 90th anniversary! It’s been a pleasure to work with them and we look forward to seeing what they can produce for us in 2015.’

Michelle Brook

Marketing Communications Specialist; Truck-Lite Europe Ltd

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