At Sydney Build Expo 2025, STOWE Australia, a longstanding leader in the electrical and communications sector, set out to make a high-impact impression. With Phoenix Gold Exhibit as their trusted design partner, the result was STOWE’s most successful trade show to date, earning them the “Best Exhibitor Marketing” Award.
Strategic Context
Sydney Build wasn’t just another event. For STOWE, it was the year’s key opportunity to:
● Reassert their leadership in a fast-evolving sector
● Showcase new capabilities through immersive technology
● Modernise their brand story while honouring their established visual identity
But how do you upgrade a stand without discarding the foundation that works?
Design Strategy: Evolve, Not Replace
Phoenix Gold Exhibit took on the challenge with a strategy of refinement over reinvention.
We retained the successful original layout, then rebuilt the stand using new, high-impact graphics, a sustainable M system frame, and select legacy components, a smart blend of cost-efficiency, familiarity, and freshness.
Functional Zones for Engagement
Spanning 6x7m, the stand was structured into four functional zones, each engineered to serve a purpose:
● Immersive VR Corner: A semi-enclosed space using perforated panels and vibrant LED accents to enhance focus and immersion, while maintaining an open feel
● Central Lounge Area: Relaxed, open seating encouraged meaningful conversations and longer dwell times
● Three Perimeter Screens: Brought content to life and showcased innovation in real time
● Diagonal L-Shaped Banners: Elevated brand visibility and anchored the space overhead with clarity and style
Performance & Impact
This wasn’t just a good-looking stand, it performed where it mattered:
Award-Winning Presence: Voted Best Exhibitor Marketing by the event organiser, beating out over 500 exhibitors
Cost-Smart Sustainability: By reusing structure and combining it with updated visuals, STOWE achieved a refreshed look without waste
Traffic Flow That Worked: Open lines of sight and functional placement ensured maximum visitor interaction
Purpose-Driven Design: Every visual, touchpoint and zone aligned with STOWE’s brand strategy and goals
THE RESULT
Your next great stand doesn’t always start from scratch.
With the right partner, it starts from clarity, creativity, and clever evolution.
Looking to elevate your next event?
Phoenix Gold Exhibit love to help you craft a space that speaks to your audience, your budget, and your brand vision.
