28/05/2026
For Extetica’s UK launch at the Professional Beauty Exhibition, we took a very different approach to stand design.
Rather than creating a completely open exhibition space, we designed a partially enclosed environment using opaque elements that allowed visitors to sense activity inside without fully revealing the experience.
That curiosity became part of the strategy.
The stand combined live demonstrations, entertainment and carefully managed visitor flow to encourage meaningful engagement rather than casual footfall. Even our team on the exhibition floor focused on identifying and qualifying the right audience — targeting salon and spa owners rather than attracting volume.
Features including live interviews with Extetica’s Technical Director hosted by Ali G-style entertainment, adding energy and theatre to the experience, helping the stand feel active, intriguing and memorable throughout the event.
The result was a highly engaging brand experience that generated strong commercial interest and ultimately won Best in Show.
It was a reminder that effective exhibition design isn’t always about being louder. Sometimes it’s about creating an experience people genuinely want to discover.
CreativeAgency
