This custom stand project was managed and constructed by ExpoNet for the Melbourne Convention Bureau who exhibited at AIME 2013. ExpoNet provided this stand in addition to continuing their long standing involvement with AIME as the main contractor building the exhibition. AIME remains the must-attend industry event in the Asia-Pacific region.
The brief was to provide the newly-designed stand in order to:
- Launch the new brand name ‘Melbourne Convention Bureau’
- To promote Melbourne, Victoria as not only a tourist destination but a place to hold meetings, to the industry in the Asia-Pacific region and beyond.
- Due to its central position at AIME, the MCB’s stand was to be an inviting focal point of the exhibition.
- To create a lasting, exciting first impression for attendees to the MCB stand and visitors to AIME 2013 in general.
The main challenge for ExpoNet
Timeframe: The rebranding of the MCB took place in the lead up to the event and thus all images, graphics and logo representations were to be created by the MCB’s team and submitted to ExpoNet in a tight turnaround before the AIME exhibition.
Complex Construction: The construction of this custom made stand was extremely complex using hundreds of intricate pieces to create the stand’s innovative look reflecting the beauty of Melbourne’s renowned architecture.
ExpoNet’s response to the brief
Partnership: ExpoNet worked closely with the client to ensure the MCB stand was constructed as per their vision showcasing their new brand.
Planning: The project management team at ExpoNet met with the client regularly in the lead up to AIME. They ensured that the project’s particulars including the construction, budget, materials, move in and out schedules, the positioning of the stand and the overall interpretation of the MCB’s design met and exceeded expectations.
Construction & Delivery:
- ExpoNet constructed a custom stand including 423m/2 raised flooring to elevate the MCB stand area.
- ExpoNet manufactured over 300m/2 of digitally printed graphics and signage. These were on display in and around the Melbourne stand representing and promoting key destinations in Melbourne and Victoria using eco- friendly print materials.
- In addition ExpoNet used 40 digital LCD screens as electronic graphic panels throughout the stand to show moving images, movies and other presentations to promote a broad range of destinations.
- ExpoNet made a two storey structure using metal frame work to increase the Melbourne stand area with an additional 70m/2 usable floor space. These were used to create general meeting space in the upstairs Café Melbourne.
- Two central features were constructed based on Melbourne architecture using over 300 individual pieces.
- A total of four semi trailers were required to move over 25 tonnes of stand elements into the venue.
“MCB has had a long-standing partnership with ExpoNet and they have worked with us to turn our vision for the Melbourne/Victoria Stand at AIME 2013 into a reality. Delivering a two-storey structure for the first time was a big ask but ExpoNet delivered with expert precision.”
Karen Bolinger, Chief Executive Officer, Melbourne Convention Bureau