Client: Martini Professional (Unigrà)
Event: Food Service Australia 2025
Location: Melbourne Convention & Exhibition Centre (MCEC)
Stand Size: 9m x 6m island stand (54sqm)
Premium Brand Experience, Built for Performance
Martini Professional returned to Food Service Australia with an ambitious brief: create a bold, functional brand showcase that celebrated their premium gelato, dessert, and beverage solutions — all within an operational demonstration space. Grand Stand Events delivered a high-spec custom build that seamlessly blended form and function, giving visitors a hands-on, sensory experience aligned with Martini’s brand heritage and product innovation.
A Fully Immersive, Multi-Zone Experience
The 54sqm stand was designed around a central hospitality service model, featuring live equipment demos, tastings, and customer consultation zones. With raised timber-look vinyl flooring and a custom rigged bulkhead, the stand made a commanding impact from the exhibition floor.
Each quadrant of the stand served a distinct purpose:
- • Front service zone with a custom U-shaped coffee counter clad in concrete-look laminate
- • Rear working kitchen housing soft-serve machines, freezers, scooping cabinet, ovens, and under-counter chillers
- • Side consultation zones with bar tables and stools for relaxed brand engagement
- • Product showcase area with 4 towering custom shelving pillars featuring LED-lit shelves and paint-finished surrounds
A central truss system with wash lighting and hanging signage ensured visibility from across the hall, while layered timber elements and bold branding reinforced the Martini Professional identity.
Key Design and Technical Features
- • Rigged overhead bulkhead and perimeter banner (9m x 6m x 1m) with full surround fabric print
- • 4 x 4m-high custom shelving towers, two with LED-lit display shelves and two as sculptural elements
- • Concrete-look U-shaped coffee counter with integrated refrigeration and digital print signage
- • Raised floor (90mm) with ramp access, allowing for plumbing and heavy equipment
- • Fully operational kitchen fitout, including espresso machines, mixers, chillers, and gelato cabinets
- • Twin 65” LCD screens wall-mounted for looping product and brand video content
- • Painted bulkhead and cabinetry, PMS-matched for visual consistency
- • Professional-grade plumbing, rigging, freight, and AV support delivered end-to-end by GSE
Sustainability and Reuse
- • Custom elements including cabinetry, signage, and rigging designed for disassembly and future reuse
- • Efficient materials such as timber laminate, PVC signage, and modular AMES framing to reduce waste
- • Assets stored post-show or reused, including vinyl rewrapping of the cake display post-event
Outcome
The Martini Professional stand delivered one of the most cohesive and technically advanced brand spaces at Food Service 2025. With standout visibility, a fully functional kitchen, and premium detailing throughout, the activation embodied the quality and craft of Martini’s product range. The space drove sustained engagement across all three days, cementing Martini’s market presence and generating strong B2B leads from distributors, chefs, and hospitality operators.
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