Full Custom Walk-Through Exhibition Stand for Synthomer at Coatings For Africa

• Synthomer’s first “walk-through” stand at Coatings For Africa, open on two sides facing parallel aisles, rather than the usual closed or corner frontage.
• Needed a design that could greet and engage visitors approaching from either aisle equally, with no single defined “front” to the stand.
• Required an open circulation path that let visitors walk through and interact naturally with the sales team, rather than funnel toward one reception point.
• Needed to translate Synthomer's specialised binder and coatings product range into a physical, tactile display within a compact 48m² footprint.
• Design had to be developed collaboratively and remotely with Synthomer's marketing team in France, without any in-person workshops.
• Stand needed to support a sales team travelling in from the Middle East regional office, specifically positioned to engage the African market.
• Required discreet, functional back-of-house storage integrated into the design without disrupting the open, walk-through feel.

We designed a fully custom, open walk-through stand built around dual entry points and a shared central meeting space. Key elements of the solution included:

• A central open-plan layout with a mirrored, open-fronted reception counter facing each aisle, so the stand had no single blind side.
• CNC-cut timber lattice diamond-pattern screens across both side walls, adding texture and structure while keeping sightlines open through the space.
• Recessed lighting and integrated 55-inch display screens used to bring product messaging and technical content to life at key touchpoints.
• Dedicated, individually lit product sample walls, allowing visitors to engage directly with Synthomer's binder range as they moved through the stand.
• “Specialised Binders, Unlimited Potential” and “Global Technology, African Supply” messaging built into opposite side walls, reinforcing both technical depth and geographic reach.
• Branded storage wall graphics mapping Synthomer's Middle East, Africa and India distribution network, integrated into the back-of-house area.
• A close, collaborative design process with Synthomer's France-based marketing team throughout concept and layout development.

We delivered Synthomer's first walk-through stand at Coatings For Africa. Outcomes included:

• A stand that worked equally well from both aisles, with visitors engaging naturally from either direction rather than favouring one entrance.
• Strong visitor flow through the open central layout, giving the sales team more natural opportunities to start conversations.
• A physical showcase of Synthomer's specialised binder range that felt premium and tactile, rather than purely graphic.
• Successful remote collaboration with Synthomer's France-based marketing team, translating brand direction into a build-ready design without in-person workshops.
• A stand that visibly connected Synthomer's Middle East sales presence to the African market it was there to serve.
• Strong engagement around the CNC timber detailing and lighting, distinguishing the stand within a busy chemicals and raw-materials trade floor.

The project reflected the growing importance of Coatings For Africa, the largest dedicated coatings event in Southern Africa, as a platform for global chemical suppliers like Synthomer to build a direct, physical presence in the African market.