Client: Pure Fishing
Industry: Fishing Equipment and Products
Event: AFTA – Australian Fishing Trade Association Show
Achievement: Best Stand Award (2022 and 2023) and Best Large Stand Award (2024 and 2025)
Overview:
In 2022, Pure Fishing, a rapidly growing company from the Central Coast, approached Grand Stand Events with a vision to elevate their existing presence at the AFTA trade show on the Gold Coast. This was the beginning of a successful partnership that has seen Pure Fishing add to and reuse their stand over three consecutive years—each time winning an award.
The Journey:
2022: The First Build
Pure Fishing came to us in 2022 with a need for a custom-built exhibition stand that better represented how far they had come as a business and effectively showcased the “new version” of Pure Fishing to their customers.
The stand needed to showcase over 2,000 products across their nine renowned brands. The challenge was to create a modular stand that allowed each brand to have its own distinct space, while maintaining a cohesive overall design that reflected Pure Fishing’s growth and the high quality of their products as well as allowing sections to be utilised separately at smaller footprint shows.
We built a stand that went beyond expectations, featuring large-scale graphics and custom elements like rod holders, double-tier reel displays, an oversized counter for a fish tank, and other features that highlighted their product range. T
he result was a striking layout that captivated both visitors and judges, earning Pure Fishing the Best Stand award at the AFTA 2022 show.
2023: The Upgrade
Following their success in 2022, Pure Fishing returned in 2023 to upgrade their stand, aiming to elevate the design and boost brand awareness while reflecting their continued growth. We collaborated closely to refine and expand the stand’s features, adding a large-scale overhead banner while retaining the modular design and standout elements that had worked so well.
The stand was once again a standout at AFTA 2023, earning the Best Stand award for the second consecutive year.
2024: Elevating Innovation with a Proven Design
In 2024, Pure Fishing chose to reuse their stand, with some further adjustments and upgrades. This time, we introduced key new features to showcase their latest products, including a custom counter with a “lookalike” ocean surface to demonstrate the first-ever battery-powered electric reel. Additionally, a 3.2 x 2m LED screen was added to bring cutting-edge technology to the display.
Stand Highlights:
The 2024 Pure Fishing stand at the trade show was designed to deliver an immersive and functional experience for visitors, combining high-end aesthetics with practical features to showcase the brand’s extensive product range. Grand Stand Events focused on creating a space that not only looked visually impressive but also offered hands-on opportunities for attendees to interact with the products.
Digital Integration and Large-Format Graphics:
The stand featured multiple digital display screens, strategically placed to showcase product videos, promotional content, and live demonstrations of gear in action. These digital elements were paired with large-format graphics, featuring breathtaking images of fishing landscapes and product close-ups, making the stand both informative and visually stunning. This blend of static and dynamic content ensured that visitors were constantly engaged, whether they were walking by or interacting with the displays.
Modular Product Display Areas:
To highlight Pure Fishing’s brand portfolio and products—from rods to tackle boxes—modular display areas were designed for easy navigation and interaction. The displays featured backlit shelving and transparent cases. Each area was arranged by brand, allowing visitors to easily explore the full product range. Signage was clear and concise, guiding attendees through the stand while educating them about key product features and benefits.
Sustainable and Reusable Materials:
Grand Stand Events used recyclable materials and modular components that were reconfigured from previous stands, minimizing waste and reducing the environmental footprint of the build. The structure incorporated lightweight yet durable materials, such as aluminium and eco-friendly flooring options, which ensured that the stand could be dismantled and reused for future events without compromising quality or visual appeal.
Interactive Reel Innovation:
A key feature that set the stand apart was the innovative reel testing display area. Designed specifically to highlight a new range of world first electric reels, the holder was built into a dedicated section. The reels were mounted in such a way that attendees could pick them up, crank the handles, and feel the reel action. This innovative approach allowed potential customers to physically experience the product’s smoothness and precision, greatly enhancing product engagement. Including an ocean floor graphic as well as a large scale landscape graphic on the opposing wall, the space was designed to mimic a fishing environment to allow attendees to feel as if they were in the moment.
Tackle Showcase with Branding:
In addition to the reel holder, the stand featured an elegant tackle showcase, where an extensive collection of lures, hooks, and accessories was displayed in branded cabinets. Each product was beautifully lit, with subtle lighting that made the colors and details of the tackle stand out. The branding throughout the stand remained consistent, with logos and color schemes elegantly incorporated into every element, reinforcing the brand’s identity and premium positioning.
With its proven design and these enhancements, the stand once again wowed at AFTA, earning Pure Fishing an award for the third consecutive year—a true testament to the ongoing success of our collaboration.
2025: Strategic Downsizing, Maximum Impact
In 2025, Pure Fishing took a bold step by downsizing their footprint while sharpening their strategy — proving bigger isn’t always better. The streamlined stand prioritised engagement over scale, with open zones, modular showcases, and digital integration creating a purposeful visitor flow.
Spatial analytics tracked real-time visitor behaviour, delivering clear insights:
- • 3,798 total visitors
- • 40.2% engagement rate
- • Average dwell time over 10 minutes
- • 1.48 return visits per attendee
By refining and reusing proven elements while introducing a data-driven layer, Pure Fishing achieved both sustainability and standout results. The 2025 stand not only reinforced their reputation but secured a fourth consecutive award win, solidifying their place as a leader at AFTA.
Outcome:
Pure Fishing’s journey with Grand Stand Events highlights the power of thoughtful design and strategic upgrades. By investing in a high-quality, modular stand and partnering with us for its ongoing reuse, Pure Fishing has not only saved resources but also consistently outperformed at Australia’s premier fishing trade show.
Conclusion:
This four-year success story highlights the strength of long-term collaboration and thoughtful design evolution. From the first bold build in 2022 to the strategic refinement of 2025, Pure Fishing has consistently demonstrated how smart investment in a high-quality, modular stand can deliver year-on-year impact.
Take a look at the stand in action!
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