iceBike* 2017

Madison are the UK's leading distributor of bicycle parts and accessories, as well as the UK's fastest growing motocross and freesports equipment supplier. Each year they run their own event - iceBike* - to launch new products for the coming season. 2017 was the fifth year ADB produced the event for Madison and it turned out to be the most successful yet!


For us, iceBike* is different. As opposed to building a few stands at one event, at iceBike* we build the whole event, some 60 stands in 2 days.


To achieve this, preparation for iceBike* starts early – back in April of 2016 to be precise. At this stage we are looking at the overall layout and agreeing the size of each stand. This process evolves over the following weeks, as new brands are added to the show and each brand outlines what their requirement is. Whilst the stand sizes vary from 3 x 2m to 7.5m x 20m, one thing is consistent throughout, each stand has its own unique look, full graphic overage and products to exhibit.


Once the individual detail & final layout is agreed, we consolidate the information for each stand onto a spreadsheet and then produce individual stand plans and elevations, for the client to use as a template for producing their stand artwork. On receipt of low-res versions of the final stand graphics, we then provide a 3D render of every stand, to allow each individual brand manager to sign off the content.


The build period for the show is spread over 4 days. The first two days are dedicated to us to build every stand and the final two days are for the client to bring their exhibits & any existing displays for set up. To enable us to erect all of the stands in the timescale available we have developed a frame system for the stand walling. We pre-wrap the wall frames in graphics and build in sequence to a bespoke join & fix system. Once the walls are in place, we can then add any slat wall and A/V content in place, ahead of the client arriving. We also use the first two days to fly the overhead banners for the event.


When the client’s product arrives on the third day of build, we can then turn our attention to finalising the display layouts and fixing products to walls. This is when the fine detail discussed in the build-up to the event comes into its own, with allowances made for solid areas, so product can be easily displayed with no fuss. Finally, each stand is edged with floor tape, to define the stand areas.


With a show of this size there is always more support needed, so we leave a dedicated site team in place whilst the show is open. Their job is to ensure everything is working at the start of each day, be on hand as required whilst the show is open and close down the event each night – invaluable peace of mind.


The culmination of many months of planning & manufacture was well worth it – the event looked amazing & the show was a huge success… planning for 2018 has already begun!


To see how we can help with your next event, call us on 0117 9513 661

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