An ambitious brief, an almost impossible timeline and a planning phase run entirely from afar: the J2 Innovations conference build in Verona
Design and fit-out of exhibition booths, technical support, signage and wayfinding, coordination of turnkey fit-out projects, optimisation of assembly times and logistics management
The client's request
Seventeen booths, a fixed budget and no room for mistakes: the J2 Innovations brief
J2 Innovations, a British technology company, got in touch to ask us to design and build the entire exhibition for a trade conference held at a prestigious hotel in Verona. The brief was detailed and demanding: 17 sponsor booths in various configurations and sizes, bespoke freestanding walls with client-supplied graphics and TV screen mounts, 1x1 m branded front desks and a range of shaped wayfinding elements to help delegates navigate the venue — all delivered within a strictly controlled budget. What made this project particularly memorable was the circumstances in which we took it on: we were already mid-event somewhere else entirely, which meant the entire early planning phase was handled remotely — by phone, from another city, in full multitasking mode. We pulled every string we had to make sure the client felt looked after from day one, even when we couldn't be there in person. Chaotic? Absolutely. But also exactly the kind of challenge that reminds us why we love this job.
Our proposal
From brief to build: turning 17 sponsor booths into a coherent, high-impact exhibition
From the very first call, it was clear that J2 Innovations wasn't after a standard exhibition setup. Rather than the usual combination of separate backdrop, table and desk, they wanted something more considered, a single, unified structure that flowed from the back panel through to a flat surface and finished with a front desk, all built as one continuous piece. We loved the challenge. Our team developed a fresh, design-led approach that took the brief as a starting point and pushed it further, creating a fluid layout across all 17 booths that naturally alternated between demo zones and information points. Freestanding structures and bespoke scenic elements were brought in to give the space real visual presence, and the entire installation schedule was planned to be as lean and fast as possible — because with a deadline this tight, there was no slack to spare. In the end, we pulled off something that felt almost impossible on paper: 25 booths, full wall graphics, backdrops and wayfinding signage for an entire hotel venue, delivered in roughly ten days, including a full crew trip to Verona. We went above and beyond at every stage — and it showed.
Achieved results
Twenty-five booths in ten days: a result that genuinely surprised the client
When the client walked in and saw everything in place, the reaction said it all — genuine disbelief that so much had been done so quickly, followed by real, unqualified enthusiasm for the finished result. The design exceeded their aesthetic expectations, the wayfinding worked exactly as intended and every booth performed its role flawlessly throughout both days. J2 Innovations left the experience with a clear sense that they'd found a supplier they could trust to deliver under pressure — and that's the kind of relationship we always aim to build. On our side, the project had an added dimension: it marked the debut of a new team member in a major role, and watching them rise to the occasion made the whole thing even more satisfying. This is what good work feels like.
Services:
Design and fit-out of exhibition booths, technical support, signage and wayfinding, coordination of turnkey fit-out projects, optimisation of assembly times and logistics management
Aims:
To design and build a complete conference exhibition in Verona in just ten days: 17 bespoke sponsor stands, custom wayfinding and a unified visual identity that genuinely reflected the J2 Innovations brand.
