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. A vehicle stand also carries a specific constraint. The product is large and must be walked around. Moreover, it 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. Footfall is far higher and physical wear is far greater. Therefore the finishes still have to look new on day six.
The build
An open-sided layout let visitors circulate fully around the vehicles. LED screen walls carried 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. That is a real, checkable line. It adds a fourth Italian venue proof point, alongside Salone del Mobile, Cosmoprof and Marmomac. Moreover, it opens the motorcycle and 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?
Footfall and physical wear run far higher than on a typical three-day B2B stand. As a result, 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.