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.
The show in numbers
The 2023 edition was EICMA’s 80th. It ran at Fiera Milano Rho from 7 to 12 November 2023 and, according to the organiser, drew 563,848 visitors, 19% more than in 2022, with more than 700 direct exhibitors, two thirds of them from outside Italy. That scale is what a stand at EICMA has to be built for.
Two audiences, one stand
EICMA opens with two days for trade visitors and the press, then four days for the public, starting on 9 November in 2023. The same stand has to work for both: calm enough for dealer and press meetings in the first two days, then tough enough for crowds touching every surface for the next four. That is why the vehicle platforms and flooring were specified for weight and wear, not just for looks.
Fiera Milano’s paperwork
Building at Fiera Milano involves more than the stand. The venue’s Technical Regulation (article 1.3) requires every exhibitor to name an exhibition safety representative (RSE) for the stand, and the contractor must be registered with the organiser before build-up. Italy also treats a stand build as a worksite, so the exhibitor needs a DUVRI risk document. See how we handle it on our Fiera Milano stand builder page.
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.
How big was EICMA 2023?
EICMA 2023, the 80th edition, ran at Fiera Milano Rho from 7 to 12 November 2023. The organiser reported 563,848 visitors and more than 700 direct exhibitors.