Client: DefenceNT | Event: Land Forces 2024 | Location: MCEC Melbourne | Industry: Defence
Defence and Design on Spotlight
As a physical representation of the Northern Territory’s (NT) growing defence capabilities and strategic importance, DefenceNT’s stand at Land Forces 2024 held at the Melbourne Convention and Exhibition Centre (MCEC) from 11-13 September aimed to not just attract and invite visitors and stakeholders to the booth but to also engage them actively in a conversation.
DefenceNT’s 9x12m stand layout was carefully crafted to align with their goals of promoting the Territory’s defence support industry and attracting business opportunities. Through a combination of innovative design elements and functional workspaces, the stand provided a dynamic environment that effectively showcased NT businesses while creating an inviting hub for high-level discussions with Defence and industry leaders.
Expo Centric’s design not only maximised the available space but also ensured that every inch of the stand served a purpose, from creating collaborative meeting spaces to integrating interactive demonstrations.
This expert approach to exhibition enhanced DefenceNT’s ability to foster valuable relationships and emphasize its role as a key partner in Australia’s defence landscape.
Challenges
The stand had to balance the requirements of showcasing DefenceNT’s capabilities while providing ample spaces to ensure that the stand would draw in visitors and encourage interaction in a highly competitive exhibition.
Maximising the space:
The stand must be able to accommodate many guests within the 9x12m booth without feeling overcrowded.
Balancing functionality with aesthetic:
The design had to incorporate functional co-exhibitor pods, private meeting spaces, and interactive areas while maintaining an open and welcoming layout. In addition, the inclusion of eight co-exhibitor pods aims to add more colour to the DefenceNT’s stand.
Ensuring visibility and foot traffic:
The stand had to stand out from neighbouring displays and attract attention across a bustling exhibition hall.
Representing the Northern Territory Government’s strategic significance:
The stand should reflect its geographic and Defence-related importance, aligning with the broader objectives of the exhibition.
Facilitating business interactions:
The design had to provide spaces for formal and informal meetings, demonstrations, and networking opportunities.
The Build
The design of the exhibition stand was meticulously crafted to reflect DefenceNT’s overarching goals of promoting the Northern Territory’s defence industry and attracting defence-related businesses to the region. Structured with four open sides, the exhibition stand allowed for easy visitor flow from all directions, creating a welcoming and spacious environment.
The use of overhead branding with a large petal shape hanging banner, a nod to the Desert rose petal, ensured visibility across the exhibition hall. The front of the stand had a 3D graphic with LED strip lighting which featured the DefenceNT logo and its clear messaging on the strategic importance of the National Territory Government.
To address the challenge of space efficiency, the design utilised a modular approach, providing co-exhibitor pods for businesses while allowing for the integration of additional roving business stations. Each co-exhibitor pod was sleekly designed, featuring a lightbox sitting at the top of a compact desk setup with lockable storage, two stools, a digital display for branding, and power supply—all seamlessly integrated into the overall aesthetic.
The use of clean lines, subtle NT-themed graphics, and strategically placed lighting ensured the space appeared open and uncluttered despite accommodating many guests.
Central to the stand was a barista counter designed to attract visitors and encourage casual interactions. The barista area, combined with sleek meeting spaces in the stand’s corners, enabled exhibitors to hold private, confidential discussions in a comfortable setting, further fostering collaboration.
With its open layout and prominent branding, the stand allowed for a seamless interaction between businesses and key Defence decision-makers. The visual elements on display highlighted the Northern Territory’s cutting-edge infrastructure and its growing importance as a strategic hub, while also providing a base for businesses to engage with potential clients and collaborators throughout the event.
The stand’s modern and functional design aligned with DefenceNT’s objectives of demonstrating collaboration between the Northern Territory Government and its industry partners.
Key Features
Interactive Spaces
The stand featured two dedicated interactive areas for businesses.
Private Meeting Spaces
Discreet, open-roofed meeting areas for confidential conversations, designed to maintain a cool and professional environment.
Custom Co-Exhibitor Pods
Each business was provided with a personalised workstation, complete with digital displays, power outlets, and lockable storage to accommodate their needs throughout the event.
Reception and Barista Area
A central counter, which doubled as a hospitality area, helped draw in visitors with refreshments, making the stand more approachable.
Immersive Digital Displays
Multiple large-screen televisions showcased the NT’s Defence projects, looping videos and presentations emphasised the Territory’s geographic and strategic relevance.
Modular Design for Future Use
The entire stand was designed with future trade shows in mind, incorporating modular elements for easy dismantling, storage, and reassembly.
Results
The DefenceNT’s exhibition stand at Land Forces 2024 successfully attracted significant attention from key stakeholders, including prime contractors and international defence representatives. By clearly defining their goals and the challenges in this year’s event, DefenceNT’s stand was able to deliver results.
Expo Centric, the brains behind the interactive and innovative stand of DefenceNT, allowed for productive engagement, including business meetings, high-level discussions, and investments. By effectively showing NT’s strategic position in the Indo-Pacific and its capabilities to support defence activities, the stand elevated the region’s profile within the defence sector, further positioning National Territory as a trusted and critical partner for future defence initiatives.