BAE Systems @ DefExpo

BAE Systems @ DefExpo


Agency: M Integrated Solutions

Client: BAE Systems

Event Name: DefExpo – India

Agency Website:

The Brief

BAE Systems recognises India among its top global defence markets, DefExpo being a key show within their annual events calendar. M were asked to design and build an exhibition stand to enable BAE Systems to demonstrate their key partnerships within the region, showcasing key technologies and equipment from across the land, air, and maritime sectors, supporting BAE Systems ‘Make in India’ campaign.

The Solution and Activation

M created a bespoke exhibition stand design that met all the requirements of the brief, creating a space that was reflective of the technologically advanced brand and showcasing key products that were new within the region.

Graphics and textural details were used to clearly define the different sectors of land, sea and air, enabling smooth visitor flow throughout the space. A hierarchy of messaging was also implemented to ensure a clear and succinct business message throughout. Defined areas were created providing the BAE Systems teams alternative options in which to conduct business, from engaging, interactive demonstration areas and exhibits, to a functional hospitality lounge, and private meeting room with integrated audio-visual capability for presentations.

The stand itself was required to be manufactured to a high-level to ensure it met the exacting European standards of build and finish, ensuring continuity and consistency of design across regions. The stand also had to accommodate exceptionally large product exhibits which added an extra level of complexity. Prior to build, M worked with the venue to choreograph the logistics of the installation – the floor of the hall having to be temporarily removed in order for M to manoeuvre the heavyweight machinery into the centre of the exhibition pavilion.

The Results

BAE Systems local office research reported a notable change in perception in enabling India based partner companies to engage and to develop their skills.

BAE Systems work on long term campaigns and are not measured by sales.