Client: IVECO
Event: BTS 2025, Brisbane Truck Show
Stand Size: 18.2m x 35.8m corner stand (652.4sqm)
Location: Brisbane Convention & Exhibition Centre
The Client
IVECO is a global leader in the design and manufacturing of commercial vehicles, trusted by fleet operators and logistics companies across Australia. With a well-established reputation for innovation and reliability, IVECO’s presence at Brisbane Truck Show 2025 represented more than just a product showcase: it was an opportunity to reinforce market leadership, unveil their MY24 Eurocargo, and directly engage with customers, partners, and industry influencers.
The Event
Brisbane Truck Show is the largest and most anticipated transport industry exhibition in the Southern Hemisphere. Held biennially at the Brisbane Convention & Exhibition Centre, the event draws tens of thousands of attendees and serves as a critical platform for product launches, thought leadership, and business development. For IVECO, the show is a strategic touchpoint with decision-makers and frontline operators, and their stand needed to match that ambition.
The Brief
IVECO engaged Grand Stand Events to design and deliver a premium exhibition space that reflected the scale and professionalism of their brand. The brief called for a clean, modern stand design that placed the focus squarely on the vehicles, while creating a functional environment for media launches, high-volume visitor engagement, and confidential commercial conversations.
In addition to vehicle display, the stand was to incorporate a barista station, seating zones, meeting spaces, and clear flow paths between the various areas. All elements had to align with strict branding guidelines and reflect IVECO’s commitment to quality and consistency.
Our Response
Grand Stand Events worked closely with IVECO’s internal team and agency partners for over six months to bring the concept to life. Our approach was anchored in strategy. We wanted to use every square metre in support of brand engagement and conversion.
Key Features included:
• Final stand footprint: 652sqm corner stand
• Featured seven hero vehicles, each positioned to optimise flow, visibility, and visitor movement
• Anchored by a 22m x 17m rigged overhead banner with curved corners to soften the visual and create distinction within the hall
• High-gloss concrete flooring provided a neutral, polished base to elevate vehicle presentation
• Included a dedicated IVECO Capital lounge and a fully enclosed meeting room to support private, commercial discussions
• Central hospitality zone featured barista service and premium furniture to encourage dwell and informal engagement
• Traditional signage replaced with clean, branded data totems beside each vehicle, reducing clutter and enhancing professionalism
Throughout the build, our team managed logistics, installation, and coordination of lighting, power, and AV. The four-day bump-in was completed on schedule, and the stand opened with immediate visitor interest.
Clean, connected, and designed for dwell.
Project Planning
Planning commenced in 2024, with Grand Stand Events managing the design, documentation, permitting, and construction detailing over several phases. As the largest build in IVECO’s 2025 event calendar, the timeline required close coordination across multiple suppliers, internal stakeholders, and event organisers.
From brief to build, the project was driven by consistent communication, agile decision-making, and an experienced production team with deep knowledge of the show’s logistical demands. Our early engagement allowed us to anticipate and mitigate risks, build sustainability into the material selection, and ensure that all key infrastructure was embedded.
From brief to build, every detail was executed to match IVECO’s brand expectations.
Measured Results
The stand attracted significant attention across all four days of the show. Using Bluetooth tracking, the average visitor dwell time was recorded at just over 28 minutes – nearly triple the B2B industry benchmark of 10–15 minutes. Total precinct time reached 1 hour and 40 minutes, confirming that visitors were not just passing through, but staying, exploring, and engaging.
“It’s not about the size of your footprint — it’s about how effectively you use it to support your team and engage your audience.” – Megan Galli, Account Manager – Grand Stand Events
Comfortable, branded zones designed to support real conversations
Our Achievement
Grand Stand Events delivered a fully customised, high-performance stand that exceeded expectations on every level. From structural rigging and illuminated signage to furniture, flooring, and AV, the execution reflected precision, clarity, and confidence.
The success of this stand reflects our team’s ability to:
• Manage complex timelines and logistics across national and international stakeholders
• Deliver a visually striking stand that remains functional and user-focused
• Interpret and apply strict brand guidelines into a large-scale physical environment
• Create an environment that not only attracts, but retains, the right audience
A showcase that delivered presence, professionalism and performance.
Final Thoughts
The success of the IVECO stand at Brisbane Truck Show 2025 reinforces a core belief that drives everything we do at Grand Stand Events: good design isn’t a cost, it’s a strategic investment.
From dwell time and lead quality to team efficiency and brand presence, this project is a clear example of how strategic exhibition design directly supports commercial outcomes. Every line of sight, lighting decision, traffic path, and branded detail was built with performance in mind.
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