SAGE @ ACCOUNTING & BUSINESS EXPO 2025

Client: CAPITAL-e (on behalf of Sage)
Event: Accounting and Business Expo 2025
Location: International Convention Centre, Sydney, Australia
Stand Size: 6m x 6m (36sqm)

 

Introduction

For our first collaboration with Capital-E, Grand Stand Events was tasked with bringing to life an immersive, high-end exhibition stand for Sage, a global leader in business software solutions. The brief was clear—create an interactive and visually stunning space that would draw attendees in and keep them engaged.

With a strong focus on interactivity, sleek aesthetics, and a cutting-edge design, this stand needed to seamlessly integrate live demonstrations, digital displays, and premium finishes while maintaining a cohesive and engaging brand presence. From the moment Capital-E shared the initial concept, we worked closely to refine and execute a stand that was not just a showpiece but an experience.

From Concept to Reality

The project began in October 2024, with Capital-E providing an initial design concept. However, as the vision evolved, the concept was completely reworked to better align with Sage’s brand identity and the need for an interactive demonstration space. What resulted was a fully custom-built stand, fabricated from the ground up to create an experience that was as sleek as it was functional.

We worked closely with Capital-E to ensure that every element of the stand was purposefully designed, flawlessly executed, and delivered to the highest standard.

 

Design & Key Features

This 36sqm island stand was an absolute showstopper, blending bold custom-fabricated elements, interactive zones, and premium finishes into a seamless and sophisticated exhibition presence.

1. A Visually Striking Presence

The stand was designed to make an instant impact, drawing attendees in with its bold structure, premium materials, and illuminated branding.

1. • 3D Illuminated “Sage” Logos – Mounted on both sides of the stand, these high-visibility branding elements ensured maximum exposure.
2. • Custom-Curved Feature Wall – Constructed using MDF with Laminex finishes, this stunning structure provided a sleek backdrop for the stand’s main engagement zones.
3. • Neon Flex LED Lighting – Recessed into the archway and top-of-wall flats, creating a subtle but dynamic visual effect that elevated the entire aesthetic.

The result was a contemporary, high-end design that not only looked exceptional but also served a functional purpose—guiding attendees through the stand in an intuitive and engaging way.

2. Interactive Demo Area: Driving Engagement

At the heart of the stand the interactive demonstration zone, designed to bring their technology to life through hands-on engagement.

1. • Custom Demo Counter Pod – The centrepiece of the stand, meticulously crafted with precision finishes to house a live engraving machine, providing an interactive, real-time product experience for attendees.
2. • Premium Audio-Visual Integration – Featuring multiple LCD screens (55” and 43”), Bluetooth headphones, and Wintal media players, ensuring an immersive, high-quality digital experience.
3. • Headphone Display Ribs – A custom-fabricated element designed to beautifully showcase Bluetooth headphones, further enhancing the interactive nature of the stand.

This hands-on approach was a resounding success, consistently drawing large crowds throughout the event and ensuring that attendees spent valuable time engaging with the brand.

3. Custom-Built for Function & Aesthetic Appeal

Every detail of this stand was custom-designed and fabricated, ensuring a level of craftsmanship and cohesion that elevated the overall brand experience.

1. 1. • Floating Shelves in Oak Finish – Designed to elegantly display merch products and materials while maintaining a sleek, minimalist aesthetic.
   2. • Laminated Feature Wall & Storeroom – A functional and visually impressive addition, featuring:
      • LED channels recessed above the walkway, adding a subtle but effective ambient glow.
      • • Three integrated display holes, providing a structured way to showcase products.
      • • A concealed door with handle, ensuring a clean and uninterrupted design.

1. • Custom Frame Counter – A key focal point of the stand, designed with a black ribbed finish for a refined, high-end look.

The attention to detail and material selection were paramount, ensuring the stand felt polished, cohesive, and undeniably premium.

4. Sustainable & Thoughtful Design

As part of our ongoing commitment to sustainability, we incorporated eco-friendly flooring solutions and modular structural elements that can be repurposed for future events. The stand featured a 6m x 6m sustainable flooring system, finished with black concrete-effect vinyl tiles to create a sleek, modern foundation. Wherever possible, we used our AMES frame system to design modular components, allowing for reusability and significantly reducing material waste.

By making sustainability a priority, we were able to deliver a world-class stand that not only looked incredible but was also built with longevity in mind.

A Flawless Execution: Installation & Build

The execution of this stand was as seamless as the design itself, with Grand Stand Events managing every aspect of installation, rigging, and logistics. Our team carried out the installation with precision, ensuring every custom element was positioned exactly as intended. We coordinated closely with suppliers to deliver a fully integrated electrical and audio-visual setup, resulting in a smooth and functional experience for both client and attendees. Following the event, the stand was carefully deconstructed, with all materials sorted for recycling or stored for future use, maintaining our commitment to efficient and sustainable practices.

As a result, we delivered an on-time, on-budget build that exceeded expectations while maintaining a focus on sustainability.

A Stand That Delivered Results

The stand was a resounding success, delivering exactly what the client had envisioned—and more. The interactive demonstration area attracted high levels of engagement throughout the event, proving to be a major draw for attendees. Every detail, from the striking neon lighting to the premium finishes, was executed flawlessly to reflect Sage’s identity as a forward-thinking, high-end brand. Our collaboration with Capital-E was both seamless and rewarding, laying the groundwork for future projects together. Visually, the stand was a true show-stopper, receiving widespread praise from both the client and event visitors.

Conclusion

Bringing this exhibition stand to life was an exciting challenge, and one that Grand Stand Events executed with precision, creativity, and a commitment to excellence. From its bold and dynamic design to its engaging interactive features, this stand set a new benchmark for high-end, immersive exhibition experiences.

The fully custom-fabricated elements, sleek finishes, and premium lighting solutions resulted in a stand that was not only visually striking but also highly functional and interactive—exactly what was needed to ensure a memorable and impactful presence at ICC Sydney.

This project is a testament to Grand Stand Events’ expertise in designing and delivering world-class exhibition stands that blend exceptional craftsmanship, innovative thinking, and seamless execution. This collaboration with Capital-E was a hugely successful partnership, and we look forward to building on this relationship in the future.

With 2026 event planning already on the horizon, we’re excited to continue working with CAPITAL-e and explore even bigger and bolder possibilities for their clients in future exhibitions.