Specialty Chemicals Corporation
Middle East Coatings Show
100 sqm • Dubai, UAE
The Project
A 100 sqm double-decker stand that positioned the client as the dominant presence at the Middle East Coatings Show. The cantilevered upper deck projected corporate scale, while VIP meeting rooms above and an open reception below gave the sales team the right environment for every conversation.
Project Specs
Specialty Chemicals Corporation
Middle East Coatings Show
Dubai, UAE
100 sqm
What We Were Up Against
Projecting the authority of a major specialty chemicals company from a 100 sqm plot surrounded by competitors with significantly larger footprints.
The double-decker structure also had to clear both DWTC venue regulations and Dubai Civil Defence requirements.
How We Made It Happen
A cantilevered upper deck extending beyond the ground-floor footprint created an imposing silhouette visible from two aisles and added sheltered meeting space below.
A 12 sqm LED video wall served as the visual anchor, running facility and product content that drew visitors in from the main thoroughfare.
Premium finishes — stone-effect flooring, acoustic panels, brushed stainless steel — closed the gap between the stand and the corporate brand it represented.
Project Photos
Engineering Highlights
Cantilevered Upper Deck
Upper level extending 1.5m beyond the ground-floor perimeter — creating a dramatic silhouette and additional covered space below for walk-up meetings.
12 sqm LED Video Wall
High-resolution display running custom content on the client's facilities and product range — the visual anchor that pulled traffic from the main thoroughfare.
VIP Meeting Suite
Upper-level room with acoustic glazing, integrated AV, and seating for 10 — purpose-built for executive-level discussions away from show floor noise.
Premium Material Palette
Stone-effect flooring, fabric-wrapped acoustic panels, brushed stainless steel columns, and white Corian reception desk — every surface matched the corporate positioning.
The Outcome
- One of the most photographed stands in the specialty chemicals hall
- 28 scheduled VIP meetings hosted in the upper-deck suite over four days
- Video wall content repurposed by the client for post-show marketing campaigns
- Contract renewed for the following year within one month of show close
Stand Footprint
LED Wall
VIP Meetings
Show Duration
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