Transforming the Melbourne Convention and Exhibition Centre (MCEC) into a strategic battlefield of innovation, the Land Forces 2024 International Land Defence Exposition led the way to the core of global defence dialogue from 11 to 13 September. Known as the ultimate stage where industry leaders, military personnel, and government representatives converge, the expo successfully showcased advanced technologies and equipment for land defence and army operations.
Expo Centric, distinguished for building high-calibre exhibition stands, proudly brought to life seven dynamic booths at the event for an impressive roster of clients—Defence Tasmania, Anduril, Northern Territory Government, Axon, Diehl Defence, Panasonic Connect, and Inmarsat-Viasat. Each display was created to highlight what makes the organisations stand out, reinforcing their reputation as industry leaders.
Furthermore, despite the significant protests, our team ensured the successful and on-time execution of each client stand by navigating challenges with skill and determination. Our ability to deliver these high-impact displays amidst difficult circumstances highlighted our commitment to excellence and our clients’ success.
The Event
Standing as the gateway to the land defence markets of Australia and other countries globally, the biennial expo has been a prime venue for connecting and collaborating with international delegations across related industries. Attendees of more than 20,000 experienced a packed schedule throughout the three-day event, including a comprehensive mix of presentations, conferences, and symposia, to explore the current challenges and opportunities within the land defence sector.
Aside from its usual fare, this year’s expo presented exciting additions to further set the stage for engagements and discussions. The Australian Army’s Chief of Army Symposium (CAS), the Army Innovation Day (AID), and the Quantum Technology Challenge (QTC) all made a comeback for the first time since 2018, giving guests a chance to learn more about enhanced defence initiatives.
The Clients
Defence Tasmania
Going into Land Forces 2024, Defence Tasmania aimed to provide expo attendees with immersive experiences through experiential elements. They sought to demonstrate maritime, defence, and engineering capabilities using specialised applications, which included integrating heavy-duty machinery in the booth from multiple joint exhibitors.
Our team at Expo Centric, with a flair for strategically organising dynamic stand elements, delivered a sophisticated 12x12m exhibition display that became a comprehensive space where guests engaged with the full-scale defence equipment models of the organisation and its 11 exhibiting partners. From a trailer launching system to a 10-foot container mini showroom, the four-way open booth became a cohesive interactive zone that successfully highlighted various innovations in the defence sector.
Significantly adorned with an olive-drab rigged square banner and a feature archway structure, the stand was also a crowd-puller with its prominence from all directions. Expo Centric expertly organised the booth to be a central space for interaction, with intentionally segmented hospitality and discussion areas, including dedicated partner pods.
Read the full case study HERE.
Watch the testimonial here
DefenceNT
Intending to solidify its presence at Land Forces 2024, DefenceNT collaborated with Expo Centric to promote the region’s defence industry strengths and strategic position in the Indo-Pacific with an impactful trade show stand.
This vision was flawlessly captured by Expo Centric through an eye-catching 12x9m island booth that served as a central base for the organisation’s industry delegation comprising nine partners—AKJ Services, Georgiou, ShoreBarge, SkyMax, Centre for Appropriate Technology Limited, Land Development Corporation, Micks Ally Fab, Bardex, and Blue Water Shipping.
Expo Centric designed the stand to be an inviting area for meaningful discussions on key topics important to DefenceNT, such as data connectivity, supply chain resilience, and energy security, by integrating various elements that encouraged engagements. These include illuminated co-exhibitor pods and a central hub complete with demo stations and a private meeting room, which all successfully functioned as prime spaces for interaction and collaboration.
Read the full case study HERE.
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Axon
Axon required a dynamic and immersive space to capture interest in its public safety technology solutions at Land Forces 2024. To meet this objective, Expo Centric employed experiential design as the primary strategy, creating a sleek and modern 9x6m stand that featured five high-impact zones.
Segmenting the space for product demonstration and engagement opportunities, the exhibition company methodically allocated sections for a TASER Firing Range, a Drone Area, a VR Display Area, and counters showcasing TASER devices and body-worn cameras.
This design and layout approach not only drew significant attention from the crowd during the expo but also led to the booth being featured by Australian Defence Magazine on their YouTube channel. Expo Centric indeed played a key role in creating a favourable impression for Axon at the event, blending futuristic elements with hands-on experiences at its stand.
Read the full case study HERE.
Watch the testimonial here
Panasonic Connect
Panasonic Connect, an established brand known for its advanced communication technologies, exhibited in Land Forces 2024 to put a spotlight on Toughbook—its series of ruggedised, high-performance equipment essential for military and field operations.
To satisfy this requirement, Expo Centric designed and built a straightforward 6x3m stand, featuring four laptop demonstration counters scattered throughout the space that focused attention on the products. A central discussion area was also strategically placed next to the main LED screen, facilitating the natural flow of conversation about the brand’s innovative devices.
Ensuring maximised visibility and interaction, Expo Centric’s thoughtful layout ensured Panasonic Connect effectively showcased its cutting-edge technology in an impressive and professional expo space.
Inmarsat-Viasat
Inmarsat-Viasat aimed to engagingly present its satellite communication technologies at Land Forces 2024. With the idea of creating an innovative connectivity hub for the brand, Expo Centric delivered a 6x6m stand that successfully highlighted its various end-to-end advancements in multiple engagement zones.
From branded and interactive screen walls to a private meeting room and seating areas, the black-and-grey themed space provided the perfect setups that encouraged meaningful dialogues and idea exchanges about Inmarsat-Viasat’s offerings. Expo Centric’s design expertise ensured the stand functioned as a dynamic space, positioning the brand as a leader in satellite communication at the expo while achieving its exhibition objectives.
Diehl Defence
Diehl Defence joined Land Forces 2024 with a defined objective—to showcase their high-tech military solutions focusing on ground-based defences through a streamlined and ready-to-execute 9x6m exhibition stand. Expo Centric brought this vision to life by being the expert who built the brand’s pre-designed booth, which was evenly sectioned to present mock-up product displays across key areas: Junghan’s Defence, Ammunition, Guided Missiles, and Ground-Based Air Defence.
Each prototype model was carefully organised on distinct curved walls that added spatial dynamics to the stand and effectively highlighted the products, ensuring attendees could easily engage with the technologies.
Tying up the space was a natural oak-finished corner, which integrated an earthy accent to the otherwise combat-ready theme of the booth, also doubling as the discussion area for visitors wanting to know more about Diehl Defence and its innovations.
Anduril Industries
Modern defence applications are increasingly essential, with current systems utilising autonomous technology to perform tasks that require minimal human intervention. To display how advancing operational capabilities are limitless, Anduril Industries partnered with Expo Centric for Land Forces 2024 intending to put a spotlight on its main technologies—Anvil, Wisp, Roadrunner, and Sentry.
The exhibition company flawlessly met the brand’s goals through a striking 12x9m stand, with a layout that ensured each innovation was highlighted in a visually impactful manner. From its counter-drone systems to its autonomous ground vehicle for logistics, Anduril’s core products were prominently displayed on illuminated plinths, allowing attendees to seamlessly engage with the showcases while discussing with the staff.
With two spacious meeting rooms, hospitality spaces, and product exhibits, Expo Centric built a booth that distinctly represented Anduril’s commitment to maximum efficiency and impact. The result was an impressive stand that resonated with the brand’s approach to security.
The Result
Highlighting the scale and ambition we bring to every project, the seven versatile trade show stands of our clients at Land Forces 2024 have once again been a testament to Expo Centric’s unmatched prowess in transforming visions into reality. With over 522 sqm of built space crafted in just three days by our dedicated team, we continuously set a benchmark for efficiency and creativity.
Even with the added complexities of major protests and unforeseen challenges, we excelled in ensuring every client stand was completed to the highest quality. We’re more than delighted with the outcome and how well our clients did at the expo!