Award Winning Custom Exhibition Stand 120 SQM - Japan Tourism


The design pinnacle of the JNTO stand was to juxtapose tradition with technology. When designing the Japan stand DE&E captured the true uniqueness that represents the cultural and regional diversity of Japan. By incorporating a modern, technological city at the reception desk with the tranquillity and tradition of it infamous regional area of Japan in the meeting areas, this design encompassed all that Japan has to offer from the past, present and future.

an overnight reveal – Spring to autumn

DE&E provided a complete custom design and build service for JNTO, creating a ‘first ever’ stand that appeared to its audience to effortlessly change seasons overnight. With access granted to produce the surprise transformation, the team worked late into the night to convert the spring stand from day one to an autumn season for day two by changing the individual tree leaves, upholstered seating and furniture settings.

The ‘wow’ factor on the following day created a hub of activity and succeeded in displaying the key message of Japan’s seasonal diversity and culture. As a result the DE&E team were also awarded AIME’s 2016 ‘Best Stand Award’.

from concept to completion

Branching out beyond the build, DE&E provided a strategic full service marketing and hospitality campaign to further enhance the stand presence that tied in with JNTO’s long-term vision of becoming the number one Asian Business Events Destination by 2030.

The campaign encompassed a marketing mix of print and digital media, along with a targeted social media strategy and dedicated Instagram account to promote JNTO’s presence to the Australian market.

To maximise appointment scheduling and hosted buyer engagement, DE&E also provided support personnel to plan, manage and facilitate a series of networking events and marketing strategies along with on-site management of the stand registration desk. This ensured Japan was identified as the must see business destination at AIME 2016, an accolade they should be proud of.

Event Type: exhibition stand
Services by DE&E: exhibition design & build, styling, signage


The EEAA Awards for Excellence recognise and celebrate the best in the industry. DE&E were delighted to be recognised for this award and to receive the prestigious title of best stand in 2016.

DE&E provided a 360 holistic full service strategy campaign and build service, also creating a ‘first ever’ stand that changed overnight. The design pinnacle of the Japan stand was to juxtapose tradition with technology, winning BEST STAND AWARD AT AIME 2016. DE&E demonstrated an understanding of Japan’s MICE Branding Concepts though unique design elements incorporated into the trade stand design, marketing strategy, networking events and hosting services included in the proposal. Our team of designers produced a gravitating, awe inspiring, experiential playground for Japan National Tourism Organisation at AIME 2016.

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