Budvar hybrid exhibition stand case study at The Pub Show, on brand, reusable and always a bit of fun

Budvar partnered with Motive Exhibitions for The Pub Show 2026 at ExCeL London, part of Food, Drink and Hospitality Week, the UK’s biggest annual gathering for food, drink and hospitality professionals across six co-located events. Their 5x4m hybrid exhibition stand was a reconfiguration of the build Motive Exhibitions had created for Northern Restaurant and Bar at Manchester Central a few weeks before.

A flexible exhibition stand for a busy show calendar

Budvar are a longstanding Motive Exhibitions client. Budweiser Budvar, the original Czech lager brewed in the Czech Republic since 1895, exhibit regularly across the UK’s hospitality trade show circuit, with Motive Exhibitions building their trade show and festival stands across the years and Motive Graphics producing signs and branding for their bars.

The Pub Show, co-located with HRC (Hotel, Restaurant & Catering) and IFE (International Food & Drink Event) is a natural fixture in that calendar – the UK’s only dedicated trade event for the pub sector, attracting more than 25,000 verified trade visitors to ExCeL London.

With a busy 2026 show calendar planned, Budvar wanted a refreshed stand they could reconfigure and reuse across multiple events. When the Motive Exhibitions design team start on the Budvar concepts, a hybrid exhibition stand combining custom elements with a modular stand system is always the starting point, giving Budvar a build they can take to different shows throughout the year without starting from scratch each time.

From Northern Restaurant & Bar Show to The Pub Show

The starting point was a 4m x 4m corner stand Motive Exhibitions had built for Budvar at Northern Restaurant and Bar at Manchester Central a few weeks earlier. For The Pub Show the hybrid stand was opened out to three accessible sides and more seating added in place of the game that featured at NRB. A storage cupboard at the back was designed into the graphics so it disappeared into the build.

The bar front was finished in a printed tile effect material in Budvar’s brand colours. Motive Graphics, our sister brand, made the stand-off lettering and a custom neon Budvar sign that sat above the stand. Dried hops and festoon lights brought the outdoor pub feel inside.

Built to come back

“We love working on Budvar – creative, sustainable and bringing a different vibe to this longstanding and incredible brand. The tiling effect looked really smart and the fact this hybrid exhibition stand has already been reconfigured and reused shows that with the right planning and approach you can achieve a consistent, flexible look to suit the show you’re at.”
Kathryn Baker, Project Manager at Motive Exhibitions

What we delivered:

• Hybrid exhibition stand design
• Stand manufacture
• Pre-exhibition hybrid stand build in our workshop
• Installation
• Dismantle
• Storage
• Logistics
• Project management
• Motive Graphics – custom neon sign and stand-off lettering

Ready to create your own showstopper?

Get in touch with us today and let’s bring your vision to life. Whether you want a flexible hybrid stand for different events like Budvar or something completely different, we’re experts at finding fun and creative ways to help you stand out at your next event.