A blend of tradition and innovation
The Asia Pacific Incentives and Meetings Event (AIME) is the premier trade show for the business events industry in the Asia-Pacific region. Held at the Melbourne Convention and Exhibition Centre, AIME 2025 brings together event planners, corporate travel managers, and industry professionals looking for inspiring destinations and networking opportunities.
Representing South Korea at the show, the Korea Tourism Organisation (KTO) as the government agency dedicated to promoting South Korea as a top-tier travel and MICE (Meetings, Incentives, Conferences, and Exhibitions) destination focused on blending Korea’s rich traditions with its cutting-edge modernity with the ultimate goal to showcase the country’s unique appeal to the MICE industry at AIME 2025.
Expo Centric collaborated closely with KTO to design and construct a stand that seamlessly balanced tradition and innovation. The result? A visually stunning, highly functional booth that drew in visitors, facilitated networking, and highlighted Korea’s diverse MICE offerings.
Challenges
Designing a stand for a bustling trade show like AIME comes with its fair share of challenges. Some of the key hurdles included:
- Limited Space: While KTO secured a 6m x 12m island space, maximising every square metre for both functionality and aesthetics was critical.
- Balancing Tradition and Modernity: KTO wanted the stand to feel unmistakably Korean while maintaining a contemporary, polished look suitable for business professionals.
- High Visitor Traffic: The booth needed a layout that allowed seamless foot traffic while ensuring key zones—such as meeting areas and presentation spaces—remained accessible.
- Engaging Experience: A visually striking stand was essential to captivate attendees and effectively communicate Korea’s MICE appeal.
Stand Features & Design Solutions
Expo Centric tackled these challenges head-on with an innovative and sophisticated booth design:
- Distinctive Korean Entrance: Inspired by the grandeur of Gyeongbokgung Palace, the entrance featured traditional patterns and elegant wooden textures, instantly immersing visitors in Korean culture.
- Open and Inviting Layout: A well-planned zoning strategy allowed for effortless visitor flow. Defined spaces for co-exhibitors, networking, and presentations ensured optimal use of the booth’s footprint.
- Hanok-Inspired Elements: Vertical towers with fabric graphics evoking traditional Korean architecture added cultural depth while maintaining a sleek modern aesthetic.
- Dynamic Presentation Area: KTO’s presentation space brought a Squid Game twist to AIME 2025! A 55” TV showcased Korea’s MICE offerings, while the Dalgona Candy Challenge let attendees test their skills carving traditional Korean honeycomb candy—blending culture, fun, and business in one engaging experience.
- Functional Meeting Spaces: Dedicated co-exhibitor pods, each with seating and branding elements, provided a structured yet welcoming environment for business discussions.
- Smart Storage Solutions: A walk-in storage area ensured co-exhibitors had the resources they needed without cluttering the booth.
The Build: Execution & Solution
Bringing the design to life required precision and expertise. The stand was built using a mix of premium yet cost-effective materials, ensuring durability without excessive costs. Elements like elegant oak textures, basalt flooring, and printed fabric graphics elevated the overall aesthetic. The combination of traditional influences with a contemporary exhibition design approach ensured the booth stood out on the AIME floor.
Attention to detail was paramount. The reception counter served as the booth’s focal point, ensuring that all visitors were welcomed warmly and directed seamlessly to the right areas. Meanwhile, the lighting strategy was carefully considered to highlight key visuals and create a warm, inviting atmosphere.
Blending Tradition with Modern Appeal
The Korea Tourism Organisation’s booth at AIME 2025 was more than just an exhibition stand—it was a gateway to Korea’s vibrant MICE opportunities. Through expert design, cultural authenticity, and strategic space utilisation, Expo Centric delivered a stand that met KTO’s objectives and resonated with attendees.
From fostering valuable business connections to immersing visitors in Korea’s rich heritage, the stand successfully positioned Korea as a top destination for global business events. The result? Increased brand awareness, meaningful engagements, and a standout presence at one of the biggest MICE trade shows in the region.
For Expo Centric, this project showcased the power of thoughtful exhibition design in bringing a brand’s vision to life—and we’re excited to continue creating impactful experiences for our clients in the future.
