Challenge
Dyaco needed to show gym owners and operators its latest equipment range, and the bigger story behind it: kit that can be customised for each gym. This audience buys equipment by using it, not by reading a spec sheet. The stand had to prove the quality of the range and make the customisation offer easy to grasp on a busy show floor.
To understand the equipment, visitors needed to experience it as part of a gym, not just see it on a stand.
Creative response
A gym floor, not a showroom. An open frame let operators step straight onto the equipment and see how it could be tailored to their brand, their space and their members.
Experience
From the aisle, an illuminated Dyaco portal framed the stand under the line “From concept to creation”. Equipment sat right at the threshold, ready to try, with the rest of the range set out behind it. Lit glass cases showed the detail up close, and a “Get Race Ready” counter gave the team a natural place to pick up the conversation.
Delivery
I designed the stand and ran the project from concept to installation, with Symbiosis producing and installing it. I handled the technical drawings, organiser submissions, RAMS and event documentation, then the creative direction and stand dressing on site, working with the Dyaco team so every piece of equipment was shown at its best.
Results
Matthew Heath, Digital Marketing Executive, dyaco
