MG MOTOR AUSTRALIA AT THE MELBOURNE MOTOR SHOW
Challenge
MG Motor Australia approached the 2025 Melbourne Motor Show with a bold objective: to cement its reputation as a leader in electric vehicle innovation and make a significant impact with the Australian debut of six new models.
The challenge lay in delivering an immersive, high-impact environment that spanned 300m² to showcase seven vehicles. MG required a cohesive stand design that could blend physical presence with digital storytelling, feature multiple product zones, and support moments of theatre – including a major vehicle reveal. With ambitious branding requirements, extensive rigging and a strong focus on visitor engagement, the build demanded exceptional precision, scale and creativity from brief to build.
Client | MG MOTOR AUSTRALIA |
|---|---|
Service | EXHIBITION + EVENTS |
Venues | MCEC MELBOURNE |
Date | APRIL 2025 |
Solution
Creative Hire delivered a show-stopping 300 square metre stand that brought MG’s vision to life through bold design, immersive technology and clever use of scale. The foundation of the stand was a centralised structure built using Creative Hire’s beMatrix system that housed 168 Next-Gen LED panels – including two 5m wide media walls and a striking corner-wrapped LED feature. This seamless digital integration transformed standard walling into a dynamic storytelling surface, reinforcing MG’s innovation and market position.
A custom 24m² black raised podium with LED edging was positioned centrally at the front of the stand with inlaid LED strip lighting branching out from the podium adding visual interest and reinforced the high-end feel. LED strip detailing also featured around the perimeter of the podium to further highlight hero vehicles.
A 23-metre-long rigged structure was installed overhead, constructed from a matte black steel frame. Boxed sections were wrapped with translucent printed fabric in MG’s brand colours and internally illuminated MG logos and suspended lightboxes created focal lighting above the vehicle displays, elevating the stand’s vertical presence.
Functionality was embedded into the design with a lockable storeroom covered by a stretch graphic skin, finished with an LED feature strip along the top edge. Behind it, a feature pod added an additional focal point, fitted with a lockable cupboard, 43″ display screen, graphic fascia and an integrated LED highlight providing an additional space for digital content and interaction.
The stand’s layout was strategically designed to guide attendees around each of the seven featured cars, including dedicated zones for the premium IM range. A key moment in the experience was the dramatic kabuki curtain drop to reveal the U9 Ute, adding theatre and anticipation to the launch. To drive visitor engagement, a custom MG-branded claw machine activation offered prizes and a playful, interactive experience. Every detail from rigging and lighting to LED integration and activation elements was delivered by Creative Hire with precision, speed and creative flair.
Result
MG Motor Australia’s presence at the 2025 Melbourne Motor Show was nothing short of commanding. The 300m² stand attracted significant foot traffic and media attention, positioning MG as a serious contender in Australia’s evolving automotive landscape. The bold integration of LED technology and large-scale rigging delivered the futuristic aesthetic MG was aiming for, while the seamless execution across all elements ensured a polished and professional result.
MG were thrilled with the outcome – impressed not only by the striking visual impact but by the precision and efficiency of the delivery. Creative Hire’s ability to execute a high-impact, technically complex build at scale was evident in every detail. The success of the MG stand demonstrated the power of design, planning and process reinforcing Creative Hire’s capability to elevate brands and deliver event builds that go beyond the expected.
