Case study: the EBM exhibition stand at Gulfood, Dubai
English Biscuit Manufacturers (EBM) asked us to build a custom 50 sqm stand for Gulfood at Dubai World Trade Centre. They wanted a space that could host proper trade meetings and still pull in walk-past traffic. As custom exhibition stand builders in Dubai, we handled the whole job in-house: design, fabrication in our Al Quoz workshop, and installation at the venue. This case study covers the brief, the design decisions, and how the build went.
What EBM asked for
EBM’s biscuits reach consumers in markets around the world. For Gulfood, they needed a stand that would:
- Put their biscuit range in front of trade buyers, retailers, and distributors.
- Carry their brand message of care and nourishment.
- Give the sales team a semi-private space for one-on-one meetings.
- Look sharp enough to draw media and industry attention.
The design
The starting point was EBM’s own line, “Nourishing lives, hearts, and communities.” We turned that into soft curves, warm lighting, and open entry points. No walls facing the aisles, so visitors could step in from any side.
The curved fascia was the main structural feature. Curves at this scale need precise shaping, which we handled with CNC routing in our workshop.
Colours stayed inside EBM’s brand palette. White for clarity, deep blues and violets for trust, and a pale gradient wave across the back wall.
Product display came first, not last. We built library-style white shelving with backlit headers, so the packaging did the selling under proper light.
How we built it
Stage 1: 3D design and approval. We modelled the stand in 3D and refined it with EBM’s feedback until the layout matched their goals. 3D design is free with every quote we send.
Stage 2: Production. Everything was fabricated in our own Dubai workshop:
- PU-finished MDF for the curved surfaces
- Printed fabric graphics for the lightboxes and brand walls
- Anti-slip carpet in brand colours
- LED profile lighting and spotlights
Stage 3: Test assembly. We built the full stand in the workshop first. Fittings, lighting, joinery, and print accuracy were all checked before anything left for the venue. This is why the install went fast.
Stage 4: Installation at DWTC. The stand was delivered and installed within 48 hours, with electrics, screens, and counters tested on site. If you are new to exhibiting at Dubai venues, our DWTC and ADNEC compliance guide explains what venue approval involves.
Inside the stand
The 50 sqm floor was split into five zones:
- Reception counter. Front corner, LED-lit EBM signage, brochures, and a host to greet visitors.
- Product wall. White library-style shelving with backlit headers for EBM’s best sellers.
- Lounge and meeting area. White leather seating, coffee tables, and plants for semi-private business talks.
- Brand messaging panels. Large-format lines from EBM’s own campaigns: “Nourishing 500MN Consumers Worldwide” and “Taste the Joy”.
- Hospitality bar. Complimentary drinks to keep guests at the stand longer.
Problems and fixes
| Problem | Fix |
|---|---|
| The curved fascia needed precision shaping | CNC routing and reinforced structures |
| Tight fabrication timeline | Double shifts in the workshop |
| Keeping lighting and print colours consistent | Calibrated LED panels and Pantone-matched prints |
| Site restrictions at DWTC | Logistics agreed with the venue before the build days |
Why clients pick us
- Design, fabrication, and installation under one roof. No subcontractors.
- Every stand is custom-built to the brief, never off-the-shelf.
- Free 3D design with every quote.
- Approved exhibition stand contractor at DWTC and ADNEC.
Planning a stand at Gulfood or another Dubai show?
Use our stand cost calculator for a price in about two minutes, or send us your brief and get a free 3D design with the quote. More builds like this one are in our case studies.