Cleveland Cable Company custom exhibition stand case study at Data Centre World, bigger, brighter and better than the year before

Cleveland Cable Company returned to Data Centre World 2026 at ExCeL London with us for the second year running, bringing a fully custom 10m x 8m exhibition stand that evolved their 2025 presence into something bigger, brighter and more immersive. Designed to reconfigure across three stand sizes for the UK show calendar, with selected elements travelling to two shows on the continent, the exhibition stand featured a curved LED wall, backlit LED logos and a premium finish that drew attention from down the gangway.

A new year, an evolved brief

Cleveland Cable Company is the UK’s largest cable distributor, supplying power, marine, rail, renewable energy and data cables to construction and infrastructure sectors. Data Centre World at ExCeL London was the first of three 2026 shows. The event welcomes over 17,340 data centre operators, infrastructure leaders and sustainability specialists, making it one of the most significant events in the sector calendar.

The brief was clear – not a complete redesign, but a considered evolution of what worked in 2025. We produced three concepts, presenting the evolution in three grades from a small tweak to serious refresh. Cleveland Cable Company went with the middle option. The exhibition stand was designed from the outset to work across multiple configurations – 10m x 8m for Data Centre World and 12m x 8m for other UK shows, with selected elements also travelling to exhibitions on the continent.

More LED, features and customisation

The exhibition stand shape was larger, the custom slat wall elements were bigger, the colours brighter an, we added even more LED accents, colour changing LED more prominent. The biggest addition was a curved LED wall, bringing an immersive, high-tech feel that reflected Cleveland Cable Company’s positioning in specialist cable supply to demanding sectors.

Where the 2025 exhibition stand had been partly built from our modular framework, the 2026 version was fully custom. Backlit LED logos – something the client had wanted the year before but couldn’t be incorporated into the original design – were built into the brief from the start this time. Two TVs, an additional storage unit and a large storage room for merchandise and big giveaways were all added. Furniture, AV equipment and iPads on custom plinths from the previous year were all reused improving the exhibition stand’s sustainability credentials.

The exhibition stand was also designed from the outset to reconfigure across multiple show sizes – 10m x 8m for Data Centre World, 12m x 8m for other UK shows in the calendar, with selected elements travelling to exhibitions on the continent.

Cleveland Cable Company weren’t there to run games or activations. They were there to host people and have good conversations. The exhibition stand was designed around that.

The glow said it all

“It was a real showstopper. The exhibition stand looked super high tech, stamping  Cleveland Cable Company authority within the exhibition, the colour changing lighting accents and curved LED wall gave it a premium look and an immersive experience, and you knew where the stand was by the colourful glow when walking down the gangway.”

“We’ve had multiple exhibition stands at DCW (Data Centre World) over the past five years. It’s a huge, busy show with a lot of brands all setting out to impress. It’s not a show to compromise on if you want to stand out. Pick your space wisely, decide what you want to get out of it, and build your exhibition stand concept around that.”
Edward Marshall, Creative Director at Motive Exhibitions

What we delivered:

• Exhibition stand design
• Exhibition stand manufacture
• Curved LED video wall
• Rental furniture, iPads and AV
• Backlit LED signage
• Installation
• Dismantle
• Storage
• Logistics
• Project management

Ready to create your own showstopper?

Get in touch with us today and let’s bring your vision to life. Whether you want to make a bright statement like Cleveland Cable Company or create something completely different, we’re experts at finding fun and creative ways to help you stand out at your next event.