Alan T. Carr hybrid modular trade show stand case study at InstallerSHOW 2026, a new brand identity introduced to the trade at Birmingham NEC

Alan T. Carr used InstallerSHOW 2026 at Birmingham NEC to introduce their rebrand to ATC to the trade. Motive Exhibitions designed and built the 6.5m x 4.5m hybrid modular trade show stand it happened on – a sleek, luxury stand featuring product displays, a freestanding bath filled with branded giveaways and a reception area, in front of 40,000+ specifiers, contractors, installers and decision-makers over three days.

Alan T. Carr had a big moment planned

Alan T. Carr had a big moment planned for InstallerSHOW 2026. The brand was rebranding to ATC – and they wanted the stand to reflect where the brand was going, give them space to show off a small selection of the products they are known for, and room to have conversations with visitors. They were also looking for a stand builder who was creative but also able to help with the practical details – like RAMS, health and safety documentation and logistics – so the ATC team could focus on the launch.

“Working with Motive Exhibitions for the first time at InstallerSHOW was a really positive experience. A show can feel quite daunting, but the process was so streamlined and easy that we actually wondered if we’d missed something. It was stress-free. From booking the electrics to health and safety, it was all handled for us. On top of that, everyone was just great fun to work with.”

 Buyer, Alan T. Carr

A stand that launched a new brand identity

We took their new identity and what they needed the stand to do, and turned it into reality. Navy blue, warm pink and clean white – the new ATC palette ran throughout. Sleek, smart and luxurious in feel, with product displays and space to chat to visitors interested in the rebrand.

A selection of basins, towel radiators and bathroom furniture were mounted directly on the walls. Plinths displayed a shower and toilet, and at the front of the stand a freestanding bath. At one end, we incorporated a sink unit and mirror into a tall modular pillar framework with LED strip lighting, facing out into the gangway – something to catch the eye from different directions on the walkways.

A high-level table at the front and a bar with built-in display shelving at the back gave the team plenty of space for conversations. 3D-effect fabric graphics running across the modular framework added depth and dimension throughout.

As the launch was a big deal for ATC, the stand was pre-built at Motive HQ so they could see exactly how it would look before it went anywhere near the NEC.

At the show, the ATC team added lots of goodies and giveaways to the stand and one of the team performed close-up magic tricks to those passing – and let’s be honest, nobody can resist an amazing magician.

A stress-free trade show stand experience

The stand sat in a hall alongside other well-known competitors and stood out. By mid-afternoon on day one, 500 branded rubber ducks had already been taken and the ATC stand had been busy with visitors talking to the sales team throughout.

“Using a show like InstallerSHOW to launch a new brand identity is a great idea and an economical and effective way to get in front of the most amount of people in a short timeframe and utilise the PR opportunities from it. The show is attended by 40,000+ specifiers, contractors, and decision-makers over three days. It was great working with them as their project manager to keep the project running like clockwork and the stress levels for them low.”

Kathryn Baker, Project Manager, Motive Exhibitions

What we delivered:

• Trade show stand design and build
• Workshop pre-build at Motive HQ
• RAMS and health and safety documentation
• Hire of modular framework, furniture, AV and undercounter fridge
• LED lighting
• Installation
• Dismantle
• Storage
• Logistics
• Project management

Ready to create your own showstopper?

Ready to make your next show your best one yet? Get in touch with the team at Motive Exhibitions: motiveexhibitions.co.uk/contact-us/