A hospitality exhibition stand sells best when it looks like the places its customers run. For Supreminox at GUEXT 2024 in IFEMA Madrid, Factoría Creativa turned an 84.5 m² space into a working cocktail bar and live buffet, so that hotel, restaurant and catering buyers could see the brand’s tableware and professional equipment doing their job. This is the story of that stand and the decisions behind it.
For our service page for the show, see exhibition stand design for GUEXT Madrid. The photos and project data are on the Supreminox stand project page. This article explains the thinking: why a bar, how the space was organised and what it took to build it.
Who Supreminox is and what the stand had to say
Supreminox is a well-known brand in professional tableware and equipment for the hospitality sector. Its products are designed to be used in front of guests, in buffets, bars and catering services, where they have to look good and perform under pressure.
That defined the challenge. The stand could not simply display products on shelves: it had to show them in context, as part of a real service, and match the premium positioning of the brand. The stand also had to give the sales team the right conditions to talk to distributors and buyers.
GUEXT: a show for hospitality equipment buyers
GUEXT is a professional show at IFEMA Madrid for equipment, technology, interiors and services for hotels, restaurants and catering. Its visitors include buyers, distributors, hospitality operators and interior specialists, many of them looking for new products and suppliers. In 2024, innovation, sustainability in product design and immersive experiences were among the main themes, which made a hands-on stand a natural fit.
At a show like this, visitors compare many similar products in a short time. Exhibitors that let them interact with the product, rather than just look at it, tend to hold their attention for longer. That was the starting point for the concept.
The concept: a working cocktail bar and live buffets
Instead of a traditional product display, we proposed a stand that worked as a genuine cocktail bar with live buffets. Supreminox products were used in service, so visitors experienced them the way their own guests would: serving, presenting and holding food and drink.
The idea had two advantages. It made the products the protagonists in a realistic setting, and it created a welcoming, lively atmosphere that drew people in from the aisle. A drink or a tasting gives visitors a reason to stop, and the team a natural way to start a conversation.
Custom design: product first
Every element of the stand was designed to measure by our team, with one rule: the products should always be the focus.
Lighting
Lighting was adjusted to highlight the key areas of the stand. Focused light picked out the main products on the bar and buffets, while softer general lighting kept the space warm and inviting.
Furniture
The furniture was designed specifically for the cocktail bar and buffet theme, using materials and colours that reinforced the Supreminox brand. Counters, display surfaces and back-bar units were drawn around the products they had to hold.
Layout
The 84.5 m² were organised so that visitors could circulate around the bar and buffets, stop at each product area and reach the team easily. Service areas and storage were kept out of sight so the stand always looked ready for guests.
Production in our workshop
A stand that hosts a live service has to withstand constant use for several days, as well as transport, build-up and dismantling. We selected high-quality materials in line with the brand’s premium image, from the base structure to the final finishes, and prioritised surfaces that are durable and easy to clean.
Producing the stand in our own workshop in Barcelona gave us control over quality and timings. Building in-house means elements can be checked in the workshop before they travel to Madrid, which reduces surprises on site.
Build-up at IFEMA Madrid
The build-up was planned in stages: main structure, lighting and electrics, technical elements and finally the decoration and product set-up. Our own crew carried it out within the schedules set by the organiser, so the stand was finished and tested on time.
For exhibitors coming from abroad, this is often the part that worries them most: working within an unfamiliar venue’s rules and timetables. We handle the plan submission, service orders, transport and build-up as one project, with a single English-speaking contact. Read more about how we work in the capital on our stand design in Madrid page.
Planning a live-service stand: checklist
If you want to bring a working bar, buffet or kitchen to your own stand, these are the points to settle early with your stand builder:
- What the organiser allows in terms of food and drink service, and any permits or notifications required.
- Water supply, drainage and electrical capacity, ordered from the venue before the deadline.
- Who prepares and serves: your own staff, a caterer or both, and the space they need behind the counter.
- Storage for consumables, glassware and cleaning materials, and a plan for waste.
- Durable, cleanable finishes on counters and floors around the service area.
Lessons for your own hospitality exhibition stand
- Stage a real service. Show equipment in the scenario where it will be used: bar, buffet, kitchen or room.
- Let visitors take part. A drink, a tasting or a demonstration keeps people on the stand longer than a display.
- Design furniture around the product. Custom counters and displays present the range far better than generic units.
- Plan for intensive use. Choose durable, cleanable finishes and plenty of hidden storage.
- Coordinate services early. Water, power and any catering arrangements must comply with the venue and organiser rules.
At the same edition we also built the stand for Evoca Group, with a tasting bar and live coffee machine demonstrations: read the Evoca stand case study. For more general advice, see our exhibition stand design tips.
Frequently asked questions
How large was the Supreminox stand at GUEXT 2024?
The stand covered 84.5 m². Factoría Creativa designed it from scratch, produced it in our Barcelona workshop and installed it at IFEMA Madrid with our own build-up crew.
What makes a good hospitality exhibition stand?
Show the equipment doing its job. Hospitality buyers want to see how buffet units, tableware and service equipment perform in a realistic setting, so a working bar, buffet or kitchen scene is far more persuasive than products on shelves. Add good lighting on the product, durable finishes and space for meetings.
Why build a cocktail bar and buffet on a trade fair stand?
Because it turns a display into a demonstration. Visitors could see the products in use, under the conditions of a real service, and the bar gave them a reason to stop, stay and start a conversation with the team.
Is a live bar or buffet allowed at IFEMA Madrid?
Food and drink service on a stand is common at hospitality shows, but it is subject to the organiser’s rules and the venue’s technical regulations: services such as water, drainage and power must be ordered, and plans are submitted for approval. We check the current exhibitor manual for each show and include those requirements in the design.
How far in advance should we brief a stand builder for GUEXT?
Ideally 3–4 months before the show. That allows time for concept, 3D design, venue approval, production and transport. Shorter timelines are possible but leave less room for custom elements.
What budget should we expect for a stand of this size?
As a guide, a mid-size custom stand usually costs €20,000–30,000, depending on materials, furniture, AV and services; floor space is paid separately to the organiser. Larger or premium builds for major international shows can exceed €100,000.
Want a stand that shows your product in action?
We design, build and install custom exhibition stands at IFEMA Madrid, Fira Barcelona and venues across Europe, with over 20 years of experience and our own workshop. Call +34 933 17 17 71, email factoriacreativa@factoriacreativa.net or send us your brief.
