Every brand has a tale. For Hilal Foods, that tale is kneaded with heritage, baked with passion, and dusted with joy. When Hilal’s team approached us , they weren’t just looking for a booth — they wanted a stage. A place to showcase not only their vibrant product range but also their legacy of flavor, fun, and family.
As one of the best exhibition stand builders in Dubai, we knew this wasn’t about building a box — it was about shaping an experience. The kind that pulls visitors in and leaves them smiling.
Hilal Foods, founded in 1957, is a family brand that has been putting smiles on faces with their unbeatable treats — from cake-filled centers and muffins to bubble gums and jellies. And the mission for Gulfood? Build a stand that highlights their 17 years of baking dominance under the campaign slogan, “Reasons to Smile.”
Our first meeting with Hilal’s marketing team was charged and articulate. They wanted an atmosphere that:
And of course, everything had to be built to handle five high-traffic days at one of the world’s most prestigious food exhibitions.
As one of the best exhibition stand builders in Dubai, we knew that balancing functionality with storytelling was the key to success.
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Before we ever even touched a pencil, we did homework. We walked through past Gulfood iterations, studied the flow of foot traffic, and monitored what makes a stand really magnetic.
We discovered something simple yet powerful: human beings don’t just want to be presented with things, they want to live the story behind them.
So we put our sleeves up and went about designing something that would help visitors experience Hilal’s heritage in bite-sized chunks.
Hilal’s slogan for this campaign was “Reasons to Smile,” and we took that quite literally.
And here’s how the design lived up to that:
And yes, the “Reasons to Smile” slogan was glinting down from the fascia in elegant neon-style lighting.
Beneath the glitz was solid build. We chose materials carefully that harmonized elegance with durability:
All of the structures were modular, pre-assembled in our warehouse and subsequently erected on-site within a timeframe of less than 48 hours. Deadlines are stringent at Gulfood, but our team nailed it — safely and without a hitch.
The ultimate test of an exhibition stand is not how it looks on paper — but how people feel as they navigate through it.
And this one? It worked like magic.
People were drawn in by the hospitality, stayed because of the beverages, and left with a story. Regular traffic, curious eyes opening page by page, and cameras snapping photos at each turn.
Even some of the employees at nearby stands scurried over for a peek.
We’re being real here — no project is ever free of its bugs.
So, how did it all go?
This project reminded us that no matter the size or majesty of your booth, what it does to people is what matters most. A dash of nostalgia, a pinch of storytelling, and a big dose of heart can transform a trade show exhibitor into a memory.
We are already working on ideas for Hilal’s next stops — ISM Cologne and SIAL Paris — and adding even more innovation to the mix:
The Hilal Foods stand at Gulfood 2025 was more than just a project. It was a celebration of legacy, flavor, and connection.
It reminded us why we’re proud to be known as one of the best exhibition stand contractors in Dubai — because we bring more than structure. We bring heart.
Struggling to turn your brand into a show-stopper? Let’s bring your story to life — one smile at a time.
Every brand has a tale. For Hilal Foods, that tale is kneaded with heritage, baked with passion, and dusted with joy. When Hilal’s team approached us , they weren’t just looking for a booth — they wanted a stage. A place to showcase not only their vibrant product range but also their legacy of flavor, […]
