SHIMANO FISH @ AFTA 2025

Shimano at AFTA 2025
Client: Shimano Fish
Event: AFTA 2025
Stand Size: 19m x 15m (285sqm)
Location: Gold Coast Convention and Exhibition Centre

Introduction

Shimano’s return to AFTA in 2025 marked a significant brand moment. As one of the industry’s most recognised names in fishing gear and outdoor performance products, the goal was to present a stand that embodied their precision-engineered reputation and positioned them clearly as a category leader.

The space needed to deliver impact, functionality, and clarity of message — and be executed to an impeccable standard.

Shimano engaged Grand Stand Events to bring their vision to life, trusting us to manage every aspect from detailed concept development through to full delivery on site.

Design Intent

The Shimano AFTA 2025 stand was defined by clean lines, high-contrast textures, and elevated brand presentation, embracing a crisp, impactful and refined palette. White marble-look vinyl flooring, sharp black framing, and precise lighting combined to create a contemporary feel. Structured slat walls provided spatial segmentation while retaining openness, and consistent product styling reinforced Shimano’s authority across every product category.

Key Features and Spatial Zones

The 285sqm stand was built around a series of clearly defined zones, each tailored to a specific function and experience.

Reel Display Zone: Designed for high-volume interaction, the hero counter allowed visitors to test and handle Shimano’s core reel products in an open-plan layout.

Rod Wall and AV Integration: Slatted black walls and mounted AV screens drew attention to Shimano’s rod range, offering both visual appeal and product education.

Sales and Trade Area: An enclosed, branded room provided space for private trade meetings, complete with full-height graphics, soft furnishings, and acoustic buffering.

Engagement and Circulation: Wide central aisles and product-angled positioning created clear wayfinding and intuitive flow for attendees, even during peak periods.

Execution and Build

Shimano’s stand was the result of careful collaboration across teams and tight timeline management. Grand Stand Events handled every phase — from initial concept, detailing and structural documentation, through to logistics, flooring, electrical, AV coordination, and on-site delivery.

Despite tight bump-in schedules and high-traffic access zones, our team delivered the stand on time and without disruption to surrounding exhibitors. Every finish, fixture and final touchpoint reflected our commitment to excellence.

Watch the AFTA 2025 Wrap Up

Challenges and Solutions

One of the key challenges was balancing product density with visual clarity. Shimano needed to showcase a large range without creating clutter. Grand Stand Events addressed this through smart zoning, minimal but bold product fixtures, and layered lighting that subtly guided the eye without distraction.

Another consideration was storage and staff flow. All storage was embedded behind key wall structures, allowing staff to access stock and collateral without breaking the visitor experience. The stand was also fully accessible and designed for high footfall circulation.

Final Outcome

The final result was a professional, premium stand that made a statement. Shimano’s products remained the hero, supported by a build that elevated — rather than competed with — them. Feedback from internal stakeholders, visitors, and retail partners was overwhelmingly positive.

Winner of the 2025 AFTA Best Stand in Show, the Shimano build stood out for its seamless fusion of product storytelling, functional layout, and immersive brand experience. Designed to reflect Shimano’s leadership in innovation and performance, the space drew high engagement across all zones — from tackle to tech — and delivered on both visual impact and strategic flow. The award recognises not just a standout design, but a stand that worked.

“Shimano’s rich in history at AFTA, we’ve always had big stands but what I’m hearing from all of our employees is this is one of the best stands they’ve ever seen an your professionalism has been amazing.”
– Dom Thornely, Marketing Manager (Content & Brand) | Shimano Fish

Final Thoughts

Shimano at AFTA 2025 stands as a prime example of what’s possible when strong design strategy is matched with trusted project delivery. Grand Stand Events brought spatial intelligence, production skill, and marketing understanding together in a single, cohesive stand. The result was not just a successful show presence — it was a strong brand moment delivered at scale.