Client: Alex and Ani
Size: 72 sqm
Location: Sydney Exhibition Centre, Sydney, NSW
Event: International Jewellery Fair 2016
Key Features:
• Polished concrete-look raised flooring with aisle integration
• Custom bulkhead walls with integrated downlighting
• Distinct zoned spaces for marketing, meetings, catering, and product storytelling
• Premium lounge and hospitality furniture fit-out
• Large-format branded graphics and acrylic logo panels on stand-offs
• Dual mounted TV displays for dynamic brand content
Introduction
In August 2016, jewellery brand Alex and Ani engaged Grand Stand Events to design and deliver a premium exhibition stand for the International Jewellery Fair in Sydney. This was an opportunity to bring the brand’s distinctive lifestyle aesthetic to life in a trade show environment, creating a space that was as inviting and stylish as the products it showcased.
The brief called for an open, accessible layout that would attract high visitor engagement while providing multiple zones for marketing, sales discussions, hospitality, and private meetings.
Design & Spatial Planning
The 72sqm stand combined a polished concrete-look raised floor with integrated aisle vinyl to create a smooth transition from the exhibition hall .
Central to the design was a 6m x 3m custom bulkhead wall finished in the brand’s palette, with downlighting on both sides to frame the space. The wall also served as a dramatic backdrop for acrylic Alex and Ani logo graphics mounted on metal stand-offs .
The floorplan was strategically divided into distinct areas:
• Marketing zone – featuring a three-seater lounge, ottomans, and a TV-equipped cupboard for visual storytelling.
• The Way zone – casual ottoman seating around a coffee table, paired with its own TV cupboard.
• SIS zone – a round table with four tub chairs for product presentations and conversations.
• Catering zone – a lockable cupboard with built-in glass display fridge and counter for hospitality service.
Materials, Finishes & Branding
• Flooring: 32mm raised flooring with polished concrete vinyl finish for a sleek, industrial-luxe look.
• Walling: Octanorm walling system with painted finishes, custom bulkhead, and rear fabric signage.
• Lighting: Multiple downlights recessed into the ceiling pelmet features on both sides of the wall.
• Signage: Large-format digital print logo on the back wall, four acrylic graphic panels (515mm x 775mm) mounted on metal stand-offs, and a stretched fabric banner (5m x 2.4m) fitted to organiser-supplied structure.
• Technology: Dual 47” LCD screens with HDMI/USB input for looping brand content, plus a wall-mounted 55” screen for the “Charity by Design” brand storytelling feature.
Furniture & Styling
Premium furnishings reflected the brand’s modern, fashion-forward appeal:
• High bar and stools for casual discussions.
• Lounge seating with ottomans for relaxed engagement.
• Tub chairs and cafe tables for semi-formal meetings.
• All pieces arranged to maintain an open flow for visitors and encourage dwell time.
Project Delivery
Grand Stand Events handled the full delivery, including:
• Pre-assembly, installation, and dismantle.
• On-site project management and coordination with organiser-supplied shell scheme and services.
• Freight and logistics management.
Close collaboration with the client ensured the final build reflected Alex and Ani’s brand identity while functioning seamlessly for the event’s operational needs.
Outcome
The stand was a vibrant, multi-functional brand space that stood out on the show floor. Visitors were drawn to the bold branding and inviting layout, while the zoned areas enabled Alex and Ani’s team to host meaningful interactions — from casual browsing to in-depth product discussions and hospitality moments.
The combination of polished finishes, smart lighting, and premium styling reinforced Alex and Ani’s position as a lifestyle brand with a distinctive identity, making their presence at the International Jewellery Fair both memorable and commercially effective.
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