Korean Food Pavilion (Gangho Co Ltd)
Challenge
Creative Hire was commissioned to design and build a large-scale, multi-exhibitor pavilion for Gangho Co Ltd at the Fine Food Australia exhibition, marking the event’s 40th anniversary at the Melbourne Convention and Exhibition Centre in September. Spanning 252m² across three distinct stands, the pavilion needed to provide each of the 27 exhibitors with a unique yet cohesive presence on the expo floor.
Creative Hire had to carefully balance the individual branding requirements of each exhibitor while maintaining a unified visual identity for the pavilion. The design also needed to be functional, visually striking and installed within tight deadlines, all without compromising on quality or attention to detail at this key industry event.
Client | GANGHO CO LTD FOR KOREA FOOD PAVILION |
|---|---|
Service | EXHIBITIONS |
Venues | MCEC MELBOURNE |
Date | SEPTEMBER 2024 |
Solution
Creative Hire approached the design of the Korean Food Pavilion by focusing on the benefits associated with utilising their beMatrix system to create a striking yet functional space that maximised visibility for each of the 27 exhibitors. The pavilion was divided into three separate stands, strategically laid out to ensure smooth visitor flow and clear sightlines across the expansive 252m² floorspace. Creative Hire provided customised booth setups with personalised signage, power configurations and display solutions, enabled by the flexibility of their beMatrix system. By leveraging the lightweight, easy-to-assemble system—constructed from 78.5% recycled aluminium—Creative Hire delivered a cost-effective solution that addressed the unique needs of each exhibitor. This approach not only met individual requirements but also aligned with sustainability goals, offering reusability and driving efficiencies during both the freight and installation phases.
In terms of functionality, Creative Hire integrated lockable storage solutions into each booth’s counter space, allowing exhibitors to securely store items while keeping their areas tidy throughout the show. A central storage area, accessible from both sides, was incorporated through the middle of each stand, further enhancing practicality. Wall-mounted shelving and custom-built hutches were designed to meet the specific display needs of each exhibitor, allowing them to showcase their products effectively.
AV and lighting were essential elements in elevating the pavilion’s presence. Creative Hire installed a 65” wall-mounted TV and a small PA system to support presentations and announcements. Wall-mounted arm lights were positioned to highlight key areas of each booth, ensuring that the pavilion was well-lit and visually engaging throughout the exhibition. Graphics for each space were provided in panels to ensure a cohesive visual throughout the pavilion. Fabric was used for the signage on the main bulkheads, while counters were wrapped to give each booth a sleek and professional finish.
Result
Creative Hire’s skill in large scale stand design and execution transformed the Korean Food Pavilion into a standout feature of the Fine Food Australia exhibition. The pavilion successfully provided all 27 exhibitors with distinctive, personalised spaces while maintaining a cohesive and professional aesthetic and exceeded expectations of Gangho Co Ltd.
The pavilion stood out amongst other multi-exhibitor spaces on the expo floor, creating a lasting impression and exhibitors praised the seamless functionality of the pavilion, particularly the central storage areas, lockable counters and customised display solutions that allowed them to present their products effectively. Creative Hire’s ability to manage the complex requirements of multiple exhibitors while delivering a unified, visually impactful pavilion solidified their reputation as experts in large-scale exhibition solutions.