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.”
Setting the Stage: What Hilal Wanted
Our first meeting with Hilal’s marketing team was charged and articulate. They wanted an atmosphere that:
- Shouted their brand story — big and bold.
- Showcased their vibrant, playful product line.
- Invited people to come in, touch, and linger.
- Was high-end yet homey, contemporary yet vintage.
- Could hold the excitement of a five-day world food festival.
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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Digging Deep: Insights That Inspired Us
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.
Designing the Smile
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:
- Welcome Façade: The booth featured a tidy, crisp roof with bright red flashes — a color that signifies joy and hunger. The glinting “Hilal” logo and “Since 1957” board made no one in doubt that they were to experience a legacy.
- Fun Zoning: Each category of product featured its own vibrant nook — center-filled cakes, jellies, bubble gels, chocolates, wafers — all stacked snugly on shelves with soft-lit lining.
- Interactive Central Counter: We created a central glass counter as a display and tasting station. Consumers could sample goodies while engaging with brand reps.
- Digital Storytelling: A massive LED screen cycled through stories, ads, and product info — drawing bystanders and grounding interest.
- Natural Accents: We dulled the edges with foliage and woodgrain to create a place sense more about boutique bakery than corporate kiosk.
And yes, the “Reasons to Smile” slogan was glinting down from the fascia in elegant neon-style lighting.
Built to Last (and Dazzle)
Beneath the glitz was solid build. We chose materials carefully that harmonized elegance with durability:
- Wood grain laminated MDF gave walls a sophisticated but homely texture.
- Acrylic and glass display cases showcased products in center stage spotlighting.
- Shelving and signage incorporated LED lighting to produce an enveloping glow.
- Rich blue carpet with a plush pile anchored the interior space and looked back to Hilal’s brand colour.
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.
When Plans Meet People
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.
A Few Hiccups (and How We Handled Them)
We’re being real here — no project is ever free of its bugs.
- Time Crunch: With any large show, time was of the essence. But with our pre-build plan and module design, setup wasn’t an issue.
- Product Variety: With all this SKUs, it was easy to overstuff. We countered this by featuring hero items in each category and rotating merchandise for freshness.
- Flow Management: We were anticipating bottlenecks at the tasting counter. Solution? Two entrances and open lines of sight, so visitors could flow easily through.
Results That Speak Volumes
So, how did it all go?
- 20% higher foot traffic than Hilal’s last Gulfood outing.
- 30% increase in sales leads, especially from B2B distributors.
Lessons We’ll Take Forward
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:
- Touch-free displays
- Augmented reality product demos
- Portable setup options for faster builds
- around borders
Final Crumb
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.
