Location: Tuggerah, NSW
Client: Pure Fishing
Application: Showroom and Staff Training Space
Size: Full-length office showroom installation (approx 133sqm)
From Stand to Showroom: A Space With Strategy
After years of collaborating on award-winning exhibition stands, Pure Fishing engaged us to translate that experience into a permanent setting. They needed a showroom that could double as a functional retail display and a practical training space.
This was about bringing the same logic, energy, and experience-led thinking of their exhibition presence into their everyday workspace. The goal was to make product interaction intuitive and compelling for both staff and visitors.
Design Challenges and Creative Solutions
The internal roof height and long, narrow layout presented early challenges. The space needed to be inviting, easy to move through, and allow full-height branding without overwhelming the room.
We took the best elements of Pure Fishing’s expo presence and scaled them for a fixed environment.
- • A scaled-down version of the fish counter allowed lure testing in real time.
- • Custom rod holders were mounted across full-height displays, horizontally for the longer style rods
- • Lightboxes and AV units brought movement and brand storytelling to static shelving.
- • Marine-look decking and carpet were installed on the reel displays, creating a tactile, realistic retail experience.
See the Showroom in Action
Built for Function, Designed for Experience
The plan was to have this space function in more ways than simply a display fitout. The showroom needed to work as a training zone, a product library, and a space that mirrored the field environment.
We designed each section of the room to support category clarity and create intuitive paths for product engagement.
Key features included:
- • Interactive shelving zones organised by product type with each brands having their own dedicated space
- • Built-in drawers for concealed stock storage
- • AV integration for digital storytelling
- • Marine flooring elements for texture and authenticity
Grand Stand Events Scope of Work
From planning to delivery, we managed the entire project lifecycle, working in collaboration with Pure Fishing’s marketing and product teams.
Scope of work:
- • Site planning and layout consultation
- • Custom design and prototyping
- • Fabrication and joinery installation
- • AV and lighting integration
- • Flooring and finishing
- • Full on-site installation and client handover
From the Account Lead
“This was about extending what worked at expo level into a space that could work every day. The showroom now functions as an extension of their brand, helping staff connect with the products and giving clients a space to learn through interaction.”
– Sebastien Theut, Account Manager, Grand Stand Events
From the Client
“Grand Stand Events is a company that we find as a really valuable partner. To be able to connect with a team that already understands our business, our brands, how to bring them to life in an environment that really is impressive – was important to us. Since we’ve had the showroom space open, it’s been back to back utilisation. It’s just amazing to see our brands in such an impressive way.”
– Luke Reilly, Senior Marketing Manager – APAC, Pure Fishing
Final Thoughts
The success of this showroom fitout reinforces the value of experience-first design, even beyond the trade show floor. Pure Fishing’s retail space now mirrors the logic of their event strategy, engaging customers through layout, interaction, and clarity.
By bringing expo-style thinking into a permanent fitout, we helped build a space that works just as hard for sales and staff as it does for brand presence.
We don’t do ordinary.
We build experiences that last.
Ready to Bring Your Brand to Life?
If you’re thinking about a showroom or office fitout that connects your products with people, we can help.
BRANDS WE’VE MADE STAND OUT
