Showcasing two distinct brands at HRC, the premier catering event

HRC – Hotel, Restaurant & Catering Exhibition, ExCeL London

“Motive absolutely nailed it, the set-up was so impressive and it made such a statement to anyone walking past!”


Essential Cuisine is a food service ingredients supplier, who develops and manufactures stocks, jus, gravies, seasoning and sauce bases for the catering industry from schools to Michelin star restaurants. With a large group of development chefs known as ‘the brigade’, they understand life in the kitchen better than most and use this expertise to research global and industry food trends and innovate with new products to maintain their market leading status.
Services provided: Exhibition stand design, Custom stand build, Exhibition stand hire, Storage post-event, Full project management

the brief

With a product range as diverse as its target markets, Essential Cuisine booked two exhibition spaces for their exhibition stands to sit alongside each other at HRC. Their brief was to showcase two very distinct propositions under the Essential Cuisine brand. A street food brand called Street Food Chef for one and a fine dining concept for the other. With two stands that couldn’t be more different, we were tasked with delivering exhibition stand ideas to reflect the products and target markets seamlessly.

Creating authenticity and fun

“We really wanted to tap into the two different environments you’d experience as a customer,” Edward comments.

Our first stand design was for the Street Food Chefs brand. We set about creating a street food scene, where Mexican, Indian and Persian seasonings would feel at home. We wanted to create a street/ festival feel.

We had creative freedom to do something quirky. We set the design around the horsebox-style trailer where samples would be served from, planned out a grass area and added decking printed with the Essential Cuisine logo. Finally, we added picnic benches to create a fun, social vibe. We included a modular back wall – tiered –  to make it more interesting from a distance.

With the trailer in action, traditional storage options were limited. We created a custom-built cupboard to hide the not-so-pretty tow bar which also created much-needed storage space. A few flags, a signpost and some cool music were the finishing touches to the Street Food Chef branded stand. The Essential Cuisine development chefs brought the extra personality to the stand and completed the overall vibe perfectly.

Custom Made Sign Post for Street Food Chef Exhibition Stand at HRC Show ExCeL London
Breakdown Team at HRC Show for Essential Cuisine
Street Food Chef Exhibition Stand at HRC Show
Edward, the stand designer said: “We really wanted to tap into the two different environments you’d experience as a customer”
CAD visual of custom designed exhibition stands for Essential Cuisine

A touch of sophistication and theatre

On the main Essential Cuisine stand, we needed to create theatre and sophistication for a private fine dining experience on a stand. Every element of the stand needed to be refined. 

This stand was aimed at commercial kitchens, restaurants, schools and care home customers. We had stainless steel tops from a previous Essential Cuisine stand that we wanted to reuse. It was retrospectively designed so that the countertops would fit.

“Little details were key to the aesthetic of this exhibition stand. Every stand with food must have a sink with running hot water, they are not particularly pretty but they needed to be for this stand to be the next level. We built the sink in, making it tidier with cleaner lines.” remarks Edward. 

The money saved by reusing the countertops enabled the team to combine a seating area with what looked like a high-end commercial kitchen in every detail down to the look of the flooring used.

It’s an eye for the little details that makes all  the difference.” says Edward.

Two creative exhibition stands combining custom and modular elements.   For both stands, the overarching brand was Essential Cuisine, but the brands delivered their own identities and appealed to very different audiences. Both stands have been designed to be reused in the future.

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Essential Cuisine Exhbition Stand for HRC Show ExCeL March 2022
Kitchen Area on a Custom Built Exhibition Stand for Essential Cuisine
Custom Built Exhibition Stand at HRC Show ExCeL London For Essential Cuisine

the nitty gritty

The details and statistics of this exhibition stand build

  • 2 themed custom and modular exhibition stands
  • Two 6x3m exhibition stand spaces
  • Hired and purchased elements
  • 100% of their custom stand can be reused
  • 2 days to build
  • 2 vans of materials
  • Build team of 3
  • Breakdown team of 3
  • Managed electrical bookings
  • RAMS and organiser requirements taken care of

Trusted to deliver creative exhibition stands

This stand was unique because of the brands proximity to each other; they were part of the brand but had their own identities and needed to remain on brand but appeal to very different markets.

The team will give us a list of what appliances they want to take – induction hobs, fridges etc and we will work out the power they will need and sort it out for them. We don’t expect them to sit and work it out, they don’t need to worry about it. We’ll manage it for them.

We have built several exhibition stands for Essential Cuisine over the years. We’ve earned their trust and they will give us a brief and creative freedom to develop something that is perfect for their target market, the exhibition and their budget.

Essential Cuisine Team on Their Exhibition Stand at HRC Show
Speech Mark | LuxFilms Case Study | Motive Exhibition

“A stand that’s made a real impact”

“At the Hotel, Restaurant & Catering (HRC) exhibition we wanted our stand to show two sides of the business, so we had two sides to our stand – our classic food service side and the other side to street food seasoning as well as bespoke ingredients.”

“Motive absolutely nailed it, the set-up was so impressive and it made such a statement to anyone walking past; the brand was really out there. It really did pay off. We had great feedback from the team and customers who visited us.”

Rebecca from Essential Cuisine

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Motive Exhibitions, 3 Orion Court, Ambuscade Road, Colmworth Business Park, Eaton Socon, St. Neots, PE19 8YX

01480 597 444  |

Showcasing two distinct brands at HRC, the premier catering event 1