Introduction

In the competitive and tradition-rich world of horse racing, first impressions are everything. When Sebaq, a trailblazing brand in horse racing predictions, sought to establish a commanding presence at a premier UAE racecourse event, they turned to the experts at New Royal Advertising LLC best custom exhibition stand builders in Dubai. Our mission: to conceptualize, design, and build an best exhibition stand  that reflected Sebaq’s core values—precision, insight, and prestige.

This case study delves into the intricacies of how we turned a strategic brief into a real-world experience that captivated audiences and solidified Sebaq’s brand identity among elite patrons of the sport.

Client Background

Sebaq is a rising star in the field of horse racing analytics and predictions. With a mission to merge data-driven insights with the heritage of the sport, Sebaq offers elite punters and enthusiasts advanced tools to forecast race outcomes. Their brand represents a union of tradition and technology—a balance that had to be reflected in every square inch of the exhibition space.

The Challenge

Sebaq needed more than a stand; they needed a statement. The brief required balancing:

• Brand Presence: Differentiate among mature competition.
• Functionality: Create space that was immersive and conducive to live interactions and digital projections.
• Visual Identity: Embodiment of the Sebaq brand in physical space through its signatory blue and gold color palette.
• Flexibility: Versatility to counter external conditions without diminishing sophistication.

Moreover, as the event was taking place in an outdoor racetrack, we had to create a structure that could resist the UAE climate and still look upscale—an area where seasoned custom-build exhibition stand builders in Dubai excel.

Creative Concept & Strategy

Everything begins with storytelling at New Royal Advertising. For Sebaq, our story was that of the “Thoroughbred of Tech Meets Tradition.” Our creative concept rested on three pillars:

1. Royal Elegance

Drawing inspiration from Arabian horse riding heritage, the appearance emphasized excess and tradition. The deep royal blue formed the backdrop, complemented by gold elements that symbolize triumph and dignity.

2. Sleek Modernity

For the brand’s tech-focused soul, we incorporated contemporary angular elements to the counter design and used clean, modular shapes to house screens and touchpoints.

3. Immersive Branding

Visual consistency was maintained through consistent logo positioning, duplication of a silhouette racing horse symbol, and strategically positioned LED lighting to draw attention during the day and at night.

Design Implementation

The actual design merged form and function in harmony.

1- Architecture & Layout

The design was a three-sided open stall with:

• A royal blue high-contrast frame holding the stand together and instantly drawing in the eye.
• A dynamic welcome counter that doubled as an icebreaker, placed in a posture for approachability and visibility.
• A gold-lined interior wall where a racing horse mural found space—symbolizing the spirit of Sebaq’s core product.
• A mounted LED display screen for live predictions and interactive content.

The ceiling had a perforated border with soft spotlighting, providing depth and volume and raising brand awareness. Floor space was specially designed in a green (for the turf) and matte gold combination to evoke the ambiance of the race track.

2- Materials Used

• Aluminum composite panels – for the main frame, offering strength in light installation.
• Matte vinyl – for the branding stickers and decals.
• Acrylic and backlit panels – for signage to  provide maximum visibility.
• Weather-resistant – paint finishes for long life outdoors.

Furniture & Fixtures

Sophisticated bar stools and round counter table for casual socializing.

Built-in shelving and small cabinetry for storage and display of marketing materials.

Fabrication & Installation

The high-energy two-week turnaround from concept approval to event date called for careful coordination. Our production crew—some of the most experience best exhibition stand builders in Dubai—worked on a fast-track schedule, fabricating in just nine days.

Installation Timeline

Day 1: Fixing of structural framework and frame.

Day 2: Branding installations, screen fit-out, and finishing.

Day 3: Final inspection visit, adjustment of lighting, and client check.

Despite the open-air location and midday sun, the installation was completed on time because of our meticulous planning and execution procedures.

Branding & Engagement Strategy

Apart from aesthetics, Sebaq’s stand was built to **engage and convert**. The design encouraged flow from entrance to point of contact, yielding:

• More dwell time, as visitors tasted both digital and static content.
• Ineffective storytelling, complemented by the racing-inspired rear panel which functioned as a compelling conversation starter.
• Lead capture, through digital terminals allowing users to subscribe to predictions or monitor live race analytics.

Free-standing signage and feather flag were also positioned close to the main booth to create maximum visual impact around the stadium.

Impact & Results

Sebaq’s booth was instantly the focal point at the event, not only because of its striking design but also for creating an exciting experience.

Key Outcomes

• Brand Visibility Boost: Over 1,200 direct booth visits within the first two days.
• Media Mentions: Featured on three local media outlets covering the event highlights.
• Positive Client Feedback: Sebaq praised the design’s intelligent blending of tech and heritage.
• Business Outcomes: Registered a 38% increase in user sign-ups through on-site activations.

Conclusion

This project wasn’t just about building a stand—it was about building a legacy. Sebaq’s exhibition booth at the UAE racecourse proved that exceptional spatial branding, led by custom build exhibition stand builders in Dubai, can capture attention, elevate credibility, and drive genuine engagement.

New Royal Advertising LLC is proud to have turned this vision into a landmark experience. From concept to final touch, every detail reflected Sebaq’s elite positioning in the world of horse racing predictions.