The Welsh Government Pavilion at Seafood Expo 2018

The Welsh Government Pavilion at Seafood Expo 2018

Award: Best Stand Food & Drink – BRONZE

Agency: Event Exhibition & Design Ltd

Client: The Welsh Government

Event Name: Seafood Expo 2018

Agency Website:





The Brief:  

We were contracted by The Welsh Government to design and produce a truly distinctive “Wales” stand in order to raise the profile of the Welsh Seafood Industry at this important European trade show – but on a limited budget.

The objectives included the following:

– To raise awareness of the Welsh seafood industry and share the message that the
quality and sustainability of seafood from Wales.
– To provide an environment within which trade buyers, distributors, press, media
staff and senior officials attending the exhibition can sample and learn more about Welsh seafood.
– To provide a suitable environment for Welsh companies to be able to build their
brand profiles and secure new business contacts.
– To provide a suitable environment for Seafood Wales Cluster members to use as a
hub for any business discussions.
– To raise the profile of Welsh fisheries amongst the target audiences and engage with visitors.

The stand needed to attract the key target audience, including Buyers from domestic and international retailers; Buyers from domestic and international hospitality and food service; Sourcing teams from prominent global Seafood manufacturers; Agents operating in international markets; as well as Welsh Government Ministers and Senior UK and international officials who would be visiting the pavilion during the three-day event.

The stand was also be used to host business meetings, receptions and seafood cluster activities.

It was fundamental that “Wales” really stood out in this highly competitive marketplace and that the stand was visually striking in order to maximize brand exposure for participating Welsh fisheries and Welsh based seafood processors.


The Solution:

The open and inviting design layout provided a multi-functional space with both a fully equipped front of house live-demonstration ‘chefs cooking station’ and a further prep kitchen fitted out with commercial grade cookery equipment and refrigeration appliances. This allowed for full HACCPS compliance.

Non-slip vinyl flooring and wipe clean work surfaces were specified for the food prep areas, with heat resistant splash screens included as standard to ensure compliance with statutory H&S regulations.

The interactive sampling and display areas added an element of drama and provided increased opportunities for stand participants to engage with the target audience and to challenge visitors’ preconception of Wales’ capability in this sector.

Together with a specialist Dome Chiller to display fresh seafood, we sourced and supplied a live Lobster Tank, both providing innovative yet functional display solutions to create a really memorable visitor experience.

Our design featured a central meeting area with contemporary, high quality furniture provided an inspirational and welcoming setting in which to host key client meetings and to meet with influential decision makers within this industry.

Importantly, the design included dedicated space to promote Welsh Government policies and initiatives relevant to this industry at high level and at key touch points across the stand which were visible from all aspects across the hall.

In terms of structure, the Octanorm Maxima system selected was ideal. The ultra-modern, fully sustainable, modular aluminium exhibition system benefited from quicker assembly times and being less labour and transport intensive kept costs minimised.

Using a combination of creative design and build techniques, our designs made the very best use of the space and height available at this venue and provide the space and locations to convey the clients’ key messages.


The Activation:

Working to Prince2 methodologies, our team of highly experienced exhibition professionals had the knowledge and expertise to effectively deliver all aspects of this project. Senior project managers from our in-house management team were appointed to work alongside the client, providing the lead role from our organisation, ensuring that all requirements were fulfilled and that the key objectives were fully met.

Comprehensive support was provided to the client at each stage in the process, from the initial brief through to design, implementation and evaluation. At the beginning of any contract we take the time to step back and take a full brief so as to make sure we fully understand specific needs. We do this by probing requirements in detail in order that we gain a full understanding of the client’s needs and the exhibiting companies’ actual needs. We then undertake the necessary research and scope the overall work. By applying our specialist exhibition knowledge and experience, we address the way forward in a pro-active and detailed project managed way. This ensures that the project is completed in a manner that ensures it is delivered on time, to quality and keeps precisely on budget.

Our internal control mechanisms focus clearly on project delivery. This includes a detailed project plan, with Gantt chart timelines to keep all stages of the project on track. These are instrumental in ensuring the project remains on target and that agreed key milestones are met.


The Result:

The stand design was truly contemporary and designed to positively encourage engagement with the key audience. It certainly met the stated objectives – to surprise and inspire the participants and delegates.

This visible striking stand gained a great deal of attention during the actual event, with many new contacts being made as well as strengthening current contacts. It showcased brilliantly the Welsh seafood industry, emphasising its quality and sustainability.

To our delight, the client was extremely happy with the end result. We look forward to working successfully with the Client once again next year.