Last month, The Events Structure headed to the Essen Motor Show in Germany with Wheel Pros, a Gallery Plus shipping container conversion for events and an additional storage container - for the first event container activation to feature our new customised container tension fabric framework system.
Renowned as a major international trade fair for the automotive industry sector, with over 500 exhibiting companies and 200,000 key trade visitors, the Essen Motor Show 2023 was held at Messe Essen over two consecutive weekends between Saturday, 2nd December - Sunday, 10th December 2023.
Wheel Pros, the leading designer and distributor of aftermarket wheels, with Rotiform and Hoonigan, trademarks of Wheel Pros, were located in the Interactive Hall of the 2023 Essen Motor Show.
The Wheel Pros exhibition stand comprised a black Gallery Plus shipping container conversion for events and a storage container sitting in an L-shape. Housing the new graphic tension fabric framework, the Gallery Plus interior walls was a black and white photograph montage of automotive events capturing the legendary wheels in action.
The pop-up activation featured clothing rails of branded merchandise to purchase and a standalone sales counter. The additional storage container was for accommodating stock.
The attention is in the details
The Wheel Pros shipping container activation for the Essen Motor Show in Germany was our first client project to feature our new tension fabric framework, replacing the old model of Foamex panels.
A 2024 move to a more sustainable future, the new tension fabric framework allows graphic work to be printed on Blackback textiles, which, unlike Foamex, is 100% recyclable.
The benefits of the new tension fabric framework system:
- 100% polyester and recyclable
- Less impactful on the environment
- Reduced fitting requirements
- Smoother appearance (no panelling)
- Higher definition in graphics
The new framework system ensured Wheel Pros graphic work was of the highest quality for a truly premium, beautifully capturing each detail of the photographic backdrop in high definition.
The Essen Motor Show was the second activation that The Events Structure worked with Wheel Pros on in 2023. In July, the distributor attended the Goodwood Festival of Speed event with an activation containing two Impact Plus and one Gallery Plus customised container.
New for 2024, all customised container products, excluding Showroom, Studio and Studio Premium models, have been fitted with an interior wall and right-hand bulkhead stud wall system containing the tension fabric framework.
For more information or to discuss hiring an event structure or shipping container conversion for event marketing, contact The Events Structure on 0161 821 1010.