Trade fair stand

The stand needed to function beyond a simple meeting place. It had to reflect the maturity and credibility of a business with more than 20 years’ experience while encouraging new conversations in a highly competitive exhibition environment.

The brief called for a welcoming space that balanced openness with professionalism, allowing partners to feel looked after while reinforcing 10bet’s reputation as a reliable organisation. Every element of the stand design centred on creating confidence through the physical environment instead of relying on interactive features to attract attention.

Working with an 8m x 5m island plot, we created a bold architectural structure that establishes a strong presence from every direction.

A series of four-metre-high illuminated elements define the stand without enclosing it, creating clear sightlines across the space while ensuring the brand remains highly visible throughout the exhibition hall.

A backlit logo positioned at height reinforces visibility from longer distances, while suspended halo lighting provides a subtle reference to the ‘0’ in the 10bet logo. Integrated green LED strip lighting adds a distinctive finishing touch, reflecting the brand colours while complementing the stand’s clean, sophisticated appearance.

Large-format illuminated graphics and a full-height LED video wall create impact on both the exterior and interior of the stand, ensuring visitors experience consistent branding whether approaching the stand or already engaged in conversation.

Rather than treating every meeting in the same way, the stand provides a range of environments that reflect the different types of conversations that can take place throughout the event.

Informal café-style seating positioned around the perimeter encourages spontaneous discussions. At the centre of the stand, a meeting-style table sits on a raised platform, creating a more intimate setting without separating visitors from the activity around them.

The raised meeting area also supports visitor flow. Access from both ends, together with generous space around the central table, allows visitors to move naturally through the stand.

Matt finishes, brushed metal detailing, integrated lighting and contrasting floor finishes create a refined environment that communicates professionalism and permanence.

Storage cabinets and a coffee station share the same materials and finishes as the rest of the stand, maintaining a consistent look that reinforces its clean, sophisticated appearance.