Overview
Hafele partnered with Activate to design and deliver an exhibition presence at KBB Birmingham that would do more than attract attention. In a space defined by visual noise and competing messages, the ambition was to create an experience that would draw people in, hold their attention and guide them through a clear, intentional journey.
With over 17,000 attendees, the opportunity was significant. The objective was to bring Hafele’s brand proposition, Maximising the value of space. Together, to life through a considered exhibition stand design that felt immersive, relevant and commercially meaningful.
The
Challenge
Exhibition environments are inherently busy, and from our experience, the brands that stand out are rarely the loudest, but the ones that offer something more thoughtful and engaging.
Hafele needed to move beyond product display and create a trade show stand that would:
- Capture attention from the moment visitors arrived
- Encourage meaningful dwell time in a high traffic environment
- Present a broad product range in a way that felt cohesive rather than overwhelming
- Reflect their position as a forward thinking leader within the industry
At the same time, the experience needed to feel intuitive, allowing visitors to explore naturally while still being guided through key messages and innovations.
The
Approach
Our approach centred on designing a structured yet immersive journey, carefully shaped to move visitors from inspiration through to product discovery.
The stand was fully enclosed, with access only through a central reception point. This decision was intentional. By controlling entry, we were able to create a sense of intrigue from the show floor, while also ensuring that every visitor experienced the stand as it was designed, rather than in fragments.
Visitors were welcomed at reception and paired with a Hafele team member, who guided them through the space. This elevated the experience from passive browsing to something more considered, ensuring that key features and innovations were brought to life through conversation rather than left to chance.
The internal layout was built around clearly defined zones, ‘Live. Eat. Work.’ and ‘Prep. Store. Clean.’, creating a natural flow through the stand and demonstrating how Hafele’s products could be applied across real life environments.
Each area was carefully designed, from colour palettes and materials through to product placement, ensuring the overall experience felt cohesive while still allowing individual products to stand out.
This reflects how we approach exhibition design more broadly, bringing together creative thinking, spatial design and delivery expertise to shape experiences that feel both intentional and engaging. You can explore more about this on our page
Bringing
the Brand to Life
A key priority was to present Hafele’s products in a way that felt both functional and inspiring, moving beyond traditional display and encouraging visitors to see the products in context.
The ‘Inside the Cabinet’ concept brought cabinetry to the forefront, allowing visitors to understand not just how the products looked, but how they worked. This was taken further through the ‘exploding cabinet’ installation, where each component was suspended in motion, transforming a technical feature into a visual centrepiece.
Hafele Lighting, an increasingly important area for the brand, was given its own distinct presence. Positioned on the exterior, the lighting display created a contrasting atmosphere that drew people in, while the interactive table inside allowed visitors to explore different lighting variations in a hands on way.
The Market Place area reimagined product display as a gallery experience, using lighting, layout and presentation to elevate everyday items. Walls of handles, towers of sinks and taps encouraged visitors to think about these elements not just in terms of function, but as integral parts of a wider design story.
Throughout the stand, Hafele’s partnerships were also brought to life, demonstrating how their products integrate seamlessly within broader environments
Creating
Space for Connection
The journey concluded in a dedicated networking space, designed to shift the pace and allow visitors time to reflect.
Here, Hafele’s lighting capabilities were showcased in a more atmospheric setting, demonstrating how lighting can transform a space and be controlled with flexibility. More importantly, it created an environment where conversations could continue more naturally, giving visitors the opportunity to discuss what they had seen and explore how it might apply to their own projects.
The
Outcome
The result was a stand that not only attracted attention, but sustained it.
The enclosed design and curated journey created a consistent sense of anticipation, with visitors queuing to enter and experience what Hafele had created. Once inside, the guided approach encouraged longer dwell times and deeper engagement, allowing visitors to gain a clearer understanding of both the products and the thinking behind them.
By combining structure with creativity, the experience successfully balanced inspiration with practical application, reinforcing Hafele’s position as an innovative and forward thinking brand.
More importantly, it demonstrated how an exhibition stand design can move beyond product display to become a genuinely immersive brand experience, one that people remember and return to.
“Working with Activate is an absolute pleasure. Everything just seems to be a breeze. There is the right level of discussion, challenge and understanding and the output is on point. Any issues are resolved pragmatically and quickly.”
Rachel Tuckly
“Really nice company to deal with. I am always sceptical about using companies out of house when we have a great deal of expertise in house, but it was really great to be linked up with such a great team.”
Samantha Melling
