Event: Möbelmässan — Gothenburg Furniture Fair · Venue: Svenska Mässan, Gothenburg, Sweden
Client: SIC · Sector: Furniture and interiors
Size: 45 m², 2.8 m height · Dates: 12–14 September 2023
The project
A 45 m² stand at Möbelmässan, the Gothenburg Furniture Fair, held at Svenska Mässan. 2023 was the first year the fair ran three days rather than two, and the first with its own theatre stage programme.
Delivered by the team that now designs and fabricates under the Echo Expo name. A team with over 20 years of hands-on exhibition experience founded Echo Expo SARL in 2025.
What was built
A custom stand in painted wooden MDF on an elevated platform with carpet flooring, at a 2.8 metre build height.
- A suspended metal truss. Like any hung element, we decide this early. The venue approves and schedules rigging long before build-up, and nobody can add it late
- A backwall with hanging bars and shelves. The product hangs and sits rather than mounting flat. Therefore the backwall becomes a fixture system carrying real load, not a graphic panel
- 3D die-cut vinyl lettering and HD printed decoration to the venue’s own manual guidelines
- A lockable storage room with a hanger rail and shelf — secure back-of-house that also handles hanging stock
- Protective film over the flooring throughout installation, because carpet is laid before the crew finish and it is the first thing damaged if left uncovered
Buyers judge a furniture show the way they judge furniture
At a furniture fair, the stand is not a backdrop to the product. Instead, buyers measure it against the product. Visitors are designers, buyers and retailers who spend their working lives assessing joinery, finish and proportion.
- Therefore, visitors inspect edges and joints. A visible seam or a soft corner on the stand undermines the product standing next to it
- The stand competes with its own exhibits. It must frame the product without out-designing it
- Scandinavian expectations are specific. Restraint, material honesty and good light read as competence in this market in a way that scale and colour do not
- Hanging display needs engineering. Bars and shelves carrying real weight are a structural question, not a styling one
Why it matters
This adds Sweden as a delivery market and Gothenburg as a venue, alongside our rail work in Stockholm. It also sits with our furniture and interiors record at Salone del Mobile and Maison & Objet.
Sweden is a long haul from Milan. Like our Madrid builds, we design for the distance from the first sketch. Spares travel with the stand, because a trip back to the workshop fixes nothing.
Services delivered
- Stand design and 3D visualisation
- Custom fabrication in our own workshops
- Elevated platform, carpet flooring and protective covering
- Suspended truss, rigging documentation and venue approval
- Backwall fixture system with hanging bars and shelving
- 3D die-cut lettering and HD printed graphics
- Lockable storage with hanging rail
- Freight, customs and on-site logistics to Sweden
- Installation, supervision and dismantling by our own crew
Frequently asked questions
Has Echo Expo built at Möbelmässan in Gothenburg?
Yes — a 45 m² stand at the Gothenburg Furniture Fair, Svenska Mässan, 12–14 September 2023.
Do you build stands for furniture and interiors brands?
Yes — Möbelmässan in Gothenburg, Salone del Mobile at Fiera Milano and Maison & Objet in Paris.
Do you deliver to Scandinavia?
Yes. Gothenburg and Stockholm, from our Milan workshop. See every exhibition and venue we build at.
Exhibiting at a furniture show in Europe?
Tell us the venue and the dates and we will quote it — [email protected].