BENTU — 36 sqm Stand at EICMA, Fiera Milano
Client: BENTU · Event: EICMA · Venue: Fiera Milano · Dates: 7–12 November 2023 (six days) · Size: 36 sqm · Sector: Motorcycle / mobility / electric vehicles
The challenge
EICMA is one of the loudest floors in Europe, and a vehicle stand carries a specific constraint: the product is large, must be walked around, and has to be rolled or driven into position during build-up. Access routing matters as much as aesthetics. The six-day duration is the under-appreciated part — a consumer-facing show running nearly a week is a different discipline from a three-day B2B stand, with far higher footfall, far more physical wear, and finishes that have to still look new on day six.
The build
An open-sided layout let visitors circulate fully around the vehicles, with LED screen walls carrying brand messaging above eye level so sightlines stayed clear. Flooring and platform detailing were designed to take vehicle weight and movement across the full six-day run.
Why it matters
36 sqm, EICMA, Fiera Milano, 7-12 November 2023 — a real, checkable line that adds a fourth Italian venue proof point alongside Salone del Mobile, Cosmoprof and Marmomac, and opens the motorcycle/mobility sector.
Services delivered
Design and 3D visualisation · fabrication with vehicle-rated flooring and platforms · LED screen integration · installation and dismantling across a six-day show.
Frequently asked questions
How big was the BENTU stand at EICMA?
36 sqm, at Fiera Milano, for the 7-12 November 2023 edition - a six-day show.
What's different about building a stand for a six-day show?
Far higher footfall and physical wear than a typical three-day B2B stand - finishes and flooring have to hold up and still look new on the final day.
Does Echo Expo build other stands at Fiera Milano?
Yes - see our Italy exhibition stand page, including Salone del Mobile and CPHI Milan builds.