A bespoke stand for a high-end food product.
Client:
Scrocchiarella
Exhibition:
Lunch!
Location:
ExCeL London
Targeting restaurants and cafes
Scrocchiarella produces authentic, par-baked Italian breads and pizza bases, marketed as high-quality items.
The brand needed a bespoke stand to reflect this premium market position and promote its range of sourdough to restaurants and cafes in the UK.
Live demo areas, recyclable assets, and a premium feel
Having already attended two very successful shows – the International Food and Drink Event (IFE) 2024 and the TUCO Summer Conference – using Motive stands, Scrocchiarella’s head of business added the Lunch! event held at ExCeL, London to their calendar to keep the brand awareness ball rolling.
They wanted to reuse as many items from their previous stands as possible while really elevating the brand’s position as a seller of premium, authentic, high-quality Italian-style produce.
There were also quite a lot of technical challenges that we needed to overcome to help the client fully promote their products. We had to integrate a functioning oven for the Scrocchiarella chef to whip up a taste sensation on the stand, plus fully operational sinks.
Challenge accepted!
A rustic, authentic Mediterranean-style bespoke stand
This was a really collaborative project, for which we re-used as many previous stand elements as possible while also making lots of suggestions for how the design could be upgraded to achieve that premium impact that the client was looking for.
For IFE 2024 and TUCO, Scrocchiarella provided its own display units, which we integrated into the stand design. For Lunch!, we proposed the idea of creating purpose-built units which were bespoke for each product, which really fitted in with the stand’s aesthetic. The Scrocchiarella team loved this idea, so we designed, built, and fitted custom display units while sticking within the company’s strict 2024 show budget.
Scrocchiarella provided a Merrychef oven for the live cooking demos, and we built the demo area with all the necessary electrical access points. We also integrated a wall-mounted clock that visitors could see, which was designed to emphasise just how quickly the products can be cooked to perfection.
There are always challenges to overcome with stands which have kitchens on them – and this was no exception. We had to deal with water management, including integrating hot, running, fresh water, and installing waste water pipes under the stand.
We also designed and built a horseshoe-shaped tasting area around the ovens to allow visitors to engage and chat with the Scrocchiarella chef – who stood in the middle – while enjoying freshly cooked product samples.
To better manage their budget, the Scrocchiarella team hired a fridge, stand framework, lightboxes, and a platform (a raised floor which allows cables and water to run underneath) from us. Every other element of the stand is owned by them and stored by us.
We love this stand’s authentic, rustic feel – and so did Scrocchiarella. They’ve already booked two exhibitions with us for 2025, including full logistics management. So they’ll just turn up on day one, ready and raring to go!
What Scrocchiarella said:
“I highly recommend Motive Exhibitions. We have now worked with them to exhibit at The International Food Event 2024, the TUCO Summer Conference in July 2024, and Lunch! at ExCeL London. They are also assisting us at smaller shows as well where my resource is such that I need external support.
“They are adaptable, innovative, very helpful and really understand the demands of food exhibitions, especially those where we cook and sample on the stand.
“The design nous is exceptional as well”.
Tim White, UK Business Controller, Scrocchiarella | Part of Associated British Foods (ABF)
Stand size:
6m x 7m
Stand type:
Bespoke
What we delivered:
• Exhibition stand design
• Stand manufacture
• Pre-exhibition stand build in our workshop
• Installation
• Dismantle
• Storage
• Logistics
• Project management
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