Container Based
Exhibition
Identified the real commercial problem and developed a better solution.
Rapid deployment, engaging product demonstrations and a versatile mobile training platform.
A significant commercial return, with the system still performing 11 years later.
The Brief
We were asked to design an exhibition stand. We saw a better opportunity.
What started as a traditional exhibition brief became a versatile, easy-to-deploy exhibition and training platform that continues delivering value more than a decade later.
Nearly 12 years ago, Banlaw approached Design Anthology to develop a traditional panel-based exhibition system.
But when we listened, we identified a much bigger problem.
The ongoing cost of transporting, setting up and dismantling exhibitions was estimated at $9,000 to $12,000 per event, equivalent to approximately $12,000 to $16,000 in today’s dollars.
Rather than simply designing another exhibition stand, we saw an opportunity to deliver something significantly better.
Challenges & Opportunities
We challenged the original brief and proposed a custom container-based exhibition system, with everything integrated into one transportable unit.
The goal was simple. Make it quicker to deploy, easier to operate, more reliable and significantly cheaper to run.
But we also saw the opportunity to do more.
- Rapid deployment: Minimal labour, setup and pack-down time.
- Adaptability: Interchangeable panels and displays for different products, exhibitions and markets.
- Customer engagement: A practical, interactive platform for demonstrating Banlaw’s products and their benefits.
- Mobile training: The ability to repurpose the system into a training platform, including for remote locations.
- Long-term durability: A robust, weatherproof system designed for repeated transport and use.
The complete system was designed, engineered, manufactured and assembled in-house by Design Anthology.
The Results
What started as a traditional exhibition stand became a versatile, long-term business asset.
The system significantly reduced deployment costs while delivering a more engaging experience for customers and creating additional opportunities for product demonstrations and training.
When we followed up with Bill Clifton, owner of Banlaw, he told us the system had paid for itself in less than six months through reduced operating costs and increased customer engagement.
Since then, the system has travelled internationally, including Indonesia and the United States.
It’s even crossed oceans on the exposed deck of a cargo ship, enduring the elements without leaking or rusting.
11 years later, it’s still going strong.
When you consider the ongoing cost savings, multiple applications, customer engagement and durability, the commercial value delivered by this one design has been substantial.
That’s what good design should achieve.
Not just a better product, but a better commercial outcome.
