Executive Summary
Integral to solidifying industry leadership in the ever-evolving defence and rail infrastructure landscape is having a strong and immersive exhibition presence at key events. This core purpose fuelled Downer’s participation at Indo-Pacific 2022 and AusRail 2023-2024.
To invariably achieve successful brand impact, the company required a reliable partnership to meet its main strategic objectives of fostering networking, collaboration, and solution-driven interactions. Expo Centric, a trusted exhibition company, made this possible by consistently capturing Downer’s mission and demonstrating its expertise through impactful exhibition stands.
With each dynamic and experience-driven exhibit for the past three years, Downer’s presence evolved to reflect the company’s growing capabilities and commanding position in the defence and rail sectors. From emphasising its comprehensive defence lifecycle offerings at Indo-Pacific 2022 to showcasing rail technologies and key business areas in 2023 and 2024, every one of its booths highlighted Downer’s diverse and future-facing solutions.
Through these forward-thinking designs, Expo Centric reinforced Downer’s stronger industry presence, effectively communicating its dedication to delivering high-performance solutions in both fields.
Background
Expo Centric and the Infrastructure Sector
As a leading exhibition design company, Expo Centric creates innovative, functional, and highly engaging stands that allow clients to elevate their brand presence across various industries. Our team is skilled and well-versed in establishing a standout presence for companies in the infrastructure sector, especially in the crowded expo scene. Over the years, we have worked with numerous clients to spotlight their advanced operational proficiency, with our consistent partnership with Downer being a testament to this.
Downer’s Contribution to the Defence and Rail Industries
With expertise in delivering end-to-end solutions for the entire lifecycle of defence capabilities, Downer has been a cornerstone of Australia’s national infrastructure since 1933. It provides critical services across the defence and rail sectors, particularly design, construction, maintenance, and operational support solutions. One of its iconic projects, the Watarah trains, is evidence of the company’s key role in strengthening the country’s infrastructure sector and its long-term growth and security.
Key Focus Areas
Indo-Pacific 2022: Strengthening State Security Through Defence Lifecycle Capabilities
Client Objective
Downer aimed to champion its end-to-end defence lifecycle capabilities in an exhibition space focused on networking. The company wanted to underscore its role as the country’s leading provider of integrated defence services and highlight its expertise in sustaining naval assets to ensure long-term operational effectiveness and national security.
Expo Centric’s Creative Solutions
- Open Design for Maximised Engagement: Prioritising partnership cultivation and collaboration, Expo Centric designed a 12x6m peninsula stand with an open and inviting layout. This fluid space arrangement was complemented by interactive features such as the Tactical VR area and the semi-private meeting space that ensured dynamic visitor engagement.
- Branded Structure for Elevated Visibility: The stand was visible from all angles with its hanging perimeter structure, encasing the booth from above and serving as its prominent banner. Its sleek appearance added to the stand’s corporate appeal, boosting Downer’s visibility within the crowded exhibition space.
- Interactive Technology for Immersive Experiences: Allowing guests to witness Downer’s capabilities first-hand was one of the company’s main goals at Indo-Pacific 2022. As such, a Tactical VR area was incorporated into the stand to provide immersive walkthroughs of Downer’s past and ongoing projects in a virtual setting. To enrich visitors’ educational journey, a double-sided TV blade supported by an expansive graphic wall brought continuity to the space, showcasing Downer’s impressive defence history through videos and timeline displays.
- Hospitality Zones for Networking: With an L-shaped coffee counter at the front and ample seating spaces mindfully arranged within the stand, Downer’s booth became a warm and inviting engagement space for clients and onlookers alike. It also had a reception counter where guests claimed their HMAS Perth model as a giveaway by scanning QR codes, adding to their interactive experience at the exhibit.
- Impact: Amplifying Downer’s authority and contributions to the defence sector, Expo Centric’s design created a powerful presence highlighting the company’s full-spectrum defence capabilities. The unified integration of high-visibility branding, immersive technology, and welcoming hospitality areas drew in stakeholders and fostered meaningful conversations about partnerships.
AusRail 2024: Mapping Out Multi-Dimensional Rail Expertise
Client Objective
To further strengthen its foothold at AusRail 2024, Downer intended to blend its respected legacy with its vision for the future. With the theme “Proud History and an Exciting Future,” the company aimed to guide visitors in an immersive exhibition experience through its tradition of innovations and ongoing contributions to the rail industry. By highlighting five key business areas, Downer wanted to showcase its diverse capabilities and forward-thinking solutions in an interactive and educational setting.
Expo Centric’s Creative Solutions
Business Area Pillars for Collaboration and Partnership
Expo Centric spotlighted Downer’s five core business domains—Engineering Consulting Services, Freight and Motive Systems, RTS (Rail and Transit Systems) Digital, xDNA, and QTMP (Queensland Train Manufacturing Program)—in their individual exhibitor pods, complete with TV screens, brochure holders, and working spaces. These setups effectively facilitated direct engagement and in-depth discussions with the partnership development teams and the clients.
The following pods had exceptional features:
- Freight and Motive Systems: Highlighted Downer’s exclusive partnership with ZTR through product displays and video projections. This structure allowed visitors to explore the technology behind Downer’s freight solutions.
- RTS Digital: Featured robot head technology and video projections showcasing Downer’s advancements in rail and transit systems, enhancing the visitor experience with interactive demonstrations.
- xDNA: Accompanied with an iPad setup for guests to browse xDNA’s innovative product line and have an in-depth look at Downer’s latest digital solutions and data systems.
- QTMP Wall: Displayed a train and two building models, complemented by a VR activation on its individual pod. This approach gave visitors access to the future of rail projects through virtual experiences.
Main Meeting Room for Private In-Depth Discussions
The main feature of the stand was the centrally located private meeting area dedicated to focused discussions between staff and stakeholders, equipped with a screen and a comfortable seating arrangement for six people.
Reception and Seating Spaces for Networking
Strategically placed at the front of the stand, the reception area provided a welcoming point for visitors with its prominent counter and screen displaying dynamic Downer content to guide guests to the various business areas and interactive experiences within the space. Seating areas were also scattered within the booth, inviting attendees to engage in discussions while immersed in the latest Downer’s rail innovations.
Impact
Building on the momentum established last year, Expo Centric’s design for Downer at AusRail 2024 provided a seamless visitor journey with interactive business pods and engaging exhibits showcasing the company’s legacy and future-focused solutions. Stakeholders engaged in meaningful dialogues and left with a deeper understanding of Downer’s contributions to Australia’s rail infrastructure, further cementing its position as an industry trailblazer through the engaging exhibition stand.
Achievements and Outlooks
Expo Centric has been instrumental in strengthening Downer’s presence across key national infrastructure events, upgrading their exhibition booths at Indo-Pacific 2022 and AusRail 2023-2024 to create a lasting impact. By focusing on creative concepts and experiential features, we helped Downer enhance its visibility while promoting collaboration with core participants.
As the expo landscape evolves, Expo Centric is dedicated to staying ahead of trends and refining our inventive approach to support Downer and other clients in the defence and rail industries, ensuring their ongoing success in the exhibition sphere.
