Van Hool – Busworld 2019

Van Hool – Busworld 2019


Agency: Creaplan nv

Client: Van Hool

Event Name: Busworld 2019

Agency Website:

The Brief

Van Hool, Belgian independent manufacturer of buses, coaches and industrial vehicles, wanted to exhibit its strength at Busworld Europe by presenting in its booth no fewer than 3 world premieres to the general public. To display these 3 brand new and 5 existing vehicle models, space was of the essence. They also asked us to provide a welcoming hospitality environment and enough separate desk space for sales staff. Important aspect was that Van Hool’s sense of craftsmanship should be clearly visible in the stand, as well as the fact that they are a Belgian family business.

The Solution and Activation

When designing this stand, we not only paid attention to practical matters, we also kept in mind the vision, mission and values of Van Hool. We visited the Van Hool factory to truly get to know the company DNA and brand values, as inspiration before we started drawing.

Evidently we provided enough room to fit 8 large vehicles. Throughout the booth we installed multiple large inspiring visuals and LED walls that make visitors dream of travelling. We showcased Van Hool’s craftmanship by using lots of black and white visuals of their factory, focussing on the precision and skill of Van Hool as both supplier and vehicle manufacturer.

The reception area for guests is one of the eye catchers of the stand. We went for a cosy look and feel which reflects the warm character of the family business and the familiar way they treat their partners. We added a touch of blue in the dining chairs, which links to the blue in the Van Hool logo.

On top of the reception area we created a large mezzanine area from which customers had a beautiful view of the 2600 m2 stand, while they could enjoy fresh Belgian culinary specialties such as stew with Belgian fries and artisanal Belgian beers.

Right next to the reception area we provided subtle desk space for sales representatives, cleanly built in under the mezzanine. Throughout the booth we used high quality wood for a warm and stylish atmosphere.

The Results

Reactions of both Van Hool employees and customers were positive and enthusiastic. The stand was used as stage for 3 world premiere product launches and a successful press conference.