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.  

ADB have produced iceBike* with Madison since 2013, each year developing the show to make it even better than the last. 

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

To achieve this preparation starts early, intially looking at the overall layout and agreeing the size of each stand. This process evolves as new brands are added to the show and each brand outlines their requirement.  

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. 

When the final layout is agreed, we produce individual stand plans and elevations for the client to use as a template for producing their stand artwork. Madison provide low-res versions of the final graphics, so we can provide a 3D render of every stand, allowing the brand manager to sign off the content. 

The build for the show is spread over 4 days. The first two days are dedicated for us to build every stand and the final two days are for the client to bring their exhibits and displays for set up.  

To enable us to erect the stands in the timescale available, we have developed a reusable, sustainable frame system for the stand walling.  

The video shows a time lapse of the 2015 event, where you can see how we pre-wrap the wall frames with graphics and build in sequence with a bespoke join and fix system. Once the walls are in place, we can then add slat wall, shelving and A/V.  

On the third day, we turn our attention to finalising the display layouts and fixing products to walls with each brand manager. 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 fixed and displayed. Finally each stand is edged with branded floor tape, to define the stand area. 

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

The culmination of many months of planning and manufacture sees the show go from strength to strength each year.

Contact us to discuss your next event or exhibition stand.

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