A 32 m² stand for KIMPUR — Kimteks Polyurethane — at SIMAC Tanning Tech, Fiera Milano, 20–22 September 2022. It was delivered by the team that now designs and fabricates under the Echo Expo name.
The project
SIMAC Tanning Tech is the international exhibition for machinery and technology serving the footwear and leather goods industries. KIMPUR supplies polyurethane systems to that industry — sole compounds, footwear systems and specialty polymers — so the stand had to present a chemistry business to buyers who judge it by handling the finished sole.
Two Milan stands in the same three days
SIMAC Tanning Tech runs alongside Lineapelle at Fiera Milano, and in September 2022 we were building both: this 32 m² stand, and a 64 m² stand for HAE SUNG AIDA at Lineapelle. 96 m² across two shows, in the same halls, in the same three days.
Concurrent builds at one venue are a scheduling problem before they are a construction one. Two stands means two build slots, two deliveries into the same loading bays, two sets of hall paperwork, and one crew that has to be in two places without either stand slipping. The reason it is worth doing is the opposite of the reason it is hard: the workshop run, the transport and the site team are shared, and neither client pays for a journey made for one stand.
What was built
- A suspended fascia box carrying the name on two faces, over a slatted ceiling raft that holds the downlights and gives the open stand a defined edge without walling it in
- A timber portal framing the entrance to an enclosed meeting area
- A white grid sample display unit at the corner, open on both sides
- Full-height product graphics along the perimeter walls, one panel per product family
- A branded reception counter, meeting tables and seating
Why a materials supplier needs a sample wall, not a poster
A polyurethane system is invisible. What the buyer actually wants is to press a sole, flex it, feel the density and compare two grades side by side — which means the stand needs a structure that holds physical samples at hand height, reachable from both sides, with room for two people to stand at it and talk.
That is what the open grid unit is for. It is also why it sits at the corner rather than against a wall: a sample display against a back wall is a display; the same unit on the corner is a reason to step onto the stand.
Why it matters
This project adds footwear and leather technology to our record, and a second Fiera Milano show in a single week. Materials and chemistry exhibitors share a brief across industries: the product cannot be photographed usefully, so the stand has to make it handleable.
Services delivered
- Stand design and 3D visualisation
- Fabrication of the structure, portal, counter and display unit
- Suspended fascia and slatted ceiling raft with integrated lighting
- Printed graphics
- Furniture, flooring and dressing
- Installation and dismantling
Frequently asked questions
Can you build more than one stand at the same show or venue?
Yes. We built two Fiera Milano stands across two concurrent shows in September 2022, and nine stands at a single edition of CPHI Milan. Tell us all of them at the same time so the build slots and deliveries can be planned together.
We sell a material rather than a product. What should the stand do?
Make the material handleable. Sample structures reachable from both sides, at hand height, with standing room around them, do more than any amount of wall graphic.
Looking for a SIMAC Tanning Tech stand builder?
The organiser publishes official event information at simactanningtech.it. Tell us the venue, the dates and the stand size, and we will come back with a design and a build plan. Talk to us about your stand, or see our Fiera Milano venue guide and our team’s experience.