Challenge

As one of the top three machine tool manufacturers in the world, it’s vital the Mazak puts on a good show at the exhibition it attends. As the UK’s most popular event of the machining industry, this is a flagship exhibition for the Mazak UK team. Having booked a 615m² exhibition space, they needed to create an impactful space to demonstrate their machines and provide hospitality to their customers.

Solution

The first challenge was creating a visitor traffic flow that would provide ample opportunity to show off live demonstrations of the 8x large machine tools that were brought onto the stand. Having worked with Mazak to position the machines correctly, our designers then set about creating a luxurious hospitality area and engaging digital touchpoints.

The hospitality area was adorned with a 4m x 8m living moss wall displaying backlit components that were manufactured by Mazak’s premium, precision machine tools. More than 50 guests could be seated any one time and dedicated barista service ensured that high-quality coffee was available.

In addition to visitor comfort, our designers also need to include private workspaces for Mazak’s on-stand team, as well as adequate storage for the materials and support equipment needed to run the demonstration machines.

V-Ex Events worked alongside Mazak throughout the design phase of the project and managed all aspects of the logistics and build operations.

Result

Shaping the stand design around the demonstration machines created a ‘Piazza Style’ open space in the heart of the stand. This created a luxury feel that allowed show visitors to relax and escape from the hustle and bustle of the main event. The Mazak sales team were able to host multiple customers on the stand at once, which made MACH a huge commercial success.