Brand activation in motorsport: how to stand out with a show structure

Standing out in a busy paddock

An MXGP paddock is a hectic environment: teams, trucks, tents and dozens of brands competing for attention. So how do you make sure your brand stands out? For the brand activation we created for BELL Helmets at the MXGP of Lommel, it was all about visibility, presence and experience. In this article we share what to keep in mind when planning a show structure at a major motorsport event.

Go for height: double-decker structures

Space is scarce at an event site, while you still want to show as much as possible. A double-decker structure is then a smart choice. On the ground floor you create an open, covered space for reception and presentations; on the upper level you gain extra room, for example for product presentation or a rooftop terrace. For BELL we built exactly that: an open space downstairs with an LED screen, high tables and bar stools, and a presentation area upstairs.

Let your product speak behind glass

If you really want to put a product centre stage, glass walls are ideal. At BELL, the new helmets were presented on the upper level behind continuous glass walls, so they were visible from the outside. This attracts curious visitors without having to usher everyone inside. A product behind glass also looks exclusive and premium.

Branding down to the details

A structure only becomes a true brand activation when your brand appears everywhere. Points to consider:

• Fully branded panels: have the units completely branded in your brand colours and with your logo.
• Signage and beach flags: ensure recognisability from a distance.
• Consistent look and feel: align furniture, LED screen content and signage.

At BELL, the brand was visible on the panels, on a banner around the upper level and on beach flags, a consistent and recognisable whole.

Fast assembly and efficient transport

Events come with tight schedules and limited build-up time. Foldable units are therefore a solution: they go up quickly and are taken down just as quickly afterwards. Because the units fold together, up to 10 fit on a single truck. This reduces transport movements and simplifies logistics, especially on a crowded site such as an MXGP paddock.

Consider accessibility and comfort

A show structure should not only look good but also be pleasant to use. Think of a sturdy staircase to the upper level and a ramp for smooth access. A covered, open space with high tables invites people to linger, exactly where you have valuable conversations.

What to keep in mind: a checklist

• Do you want one or two floors?
• Do you need glass walls for product presentation?
• What role does hospitality play (bar, high tables, LED screen)?
• How fully do you want to brand the structure?
• How much build-up time is available?

Get started with your activation

From exhibition stand to double-decker hospitality with a rooftop terrace: foldable units make many set-ups possible, both indoor and outdoor. Are you considering an eye-catching activation at your next event? We are happy to think along with you, no strings attached. Feel free to get in touch via the request form on our website.