ARMTEK ELEKTRIK and TESA — Two Madrid Stands, Two Sectors

Country: Spain · Venue: IFEMA Madrid

ARMTEK ELEKTRIK at GENERA, IFEMA Madrid

ARMTEK ELEKTRIK exhibited on a 42.5 m² stand at GENERA, the international energy and environment fair, held at IFEMA Madrid from 6 to 8 February 2024.

GENERA is Spain’s principal renewable-energy and efficiency exhibition, and it draws a technical, specification-driven audience. The stand was planned for that: clear product presentation, room for extended technical conversation, and enough presence at 42.5 m² to hold its own in an IFEMA hall.

It also opens energy as a documented sector for us, distinct from the industrial and packaging work described below.

Two separate stories, kept distinct

Madrid work in the Echo Expo record splits into two genuinely different projects, and they shouldn't be merged into one generic claim.

Source	Event	Size	Dates	Sector
Invoice register	GENERA, IFEMA	42 sqm	6–8 Feb 2024	Energy
Photo archive	Metal Madrid · Empack, IFEMA	—	—	Industrial / packaging

Why the distinction matters

GENERA is Spain's energy and environment fair — it opens "energy" as a served vertical, previously absent from Echo Expo's documented industry coverage despite delivery. Metal Madrid and Empack are industrial/packaging shows, a different audience entirely. Presenting them as one story would misdescribe the sector coverage.

Strategic value

Madrid plus Barcelona (Vitafoods Europe) means Spain is covered across IFEMA and Fira Barcelona — the country's two principal exhibition grounds — upgrading Spain from a city claim to a national one.

TESA — two stands, two cities

The second project here is not one stand but two, for the same client in two different cities: TESA, the industrial adhesive tapes manufacturer, at Metal Madrid and at Empack in Barcelona.

Two builds for one client in one season, roughly 600 km apart, is a scheduling problem before it is a design one. Both came out of the same Milan workshop on the same production run — which is the only way the economics work. The alternative is two separate mobilisations, two freight bills and two crews.

Delivered for TESA by the team that now designs and fabricates under the Echo Expo name. Echo Expo SARL was founded in 2025 by a team carrying over 20 years of hands-on exhibition experience.

An adhesives manufacturer has an unusual display problem: the product is a consumable that works by being invisible. The stand has to demonstrate performance rather than show the item, which means application demonstrations, substrate samples and enough surface to let a technical visitor test rather than look.

The part nobody sees: 1,700 km from the workshop

Both of these stands were designed and fabricated in our Milan workshop and delivered to IFEMA Madrid. That is roughly 1,700 kilometres by road — a two-day haul across three countries, with the crew travelling separately to meet the truck at the venue.

Distance is the constraint that shapes a Spanish project from the first sketch:

• Nothing can be fixed by going back to the workshop. On a Milan build a missing part is a two-hour problem. In Madrid it is not solvable at all, so spares, fixings and finishing materials travel with the stand rather than being sourced locally
• Packing is engineering, not an afterthought. Panels that survive 1,700 km of vibration are built and crated differently from panels that travel across Lombardy
• Build-up slots are unforgiving. A truck that misses its delivery window at IFEMA does not simply arrive later. The whole schedule is built backwards from that slot
• Modular pays for itself over distance. Reusable systems that fold flat cut freight volume, and freight volume is the single biggest variable cost on a long-haul stand

This is why we quote Spanish projects from a Milan base without hesitation. Doing it twice, to the same venue, in two different sectors, is the proof that matters.

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