NEC, Birmingham
GB Tyres wanted a stand that would do more than simply display products. The space needed to:
With thousands of visitors attending LAMMA each year, the stand needed to balance product presentation, visitor engagement and practical functionality.
To maximise impact, we designed a large open plan exhibition environment centred around a full-scale articulated truck installation and elevated hospitality structure.
The stand combined extensive product displays with branded graphics, interactive customer areas and multiple meeting spaces. The central hospitality unit featured a raised VIP lounge and enclosed meeting facilities, creating a premium setting for customer engagement while maintaining visibility across the exhibition floor.
Large-format graphics and elevated branding ensured GB Tyres and its partner brands could be seen from multiple approaches throughout the hall, helping attract visitors and increase stand traffic throughout the event.
A prominently positioned articulated truck created an immediate visual impact and reinforced the connection between the products on display and their real-world applications.
The stand incorporated a raised hospitality area providing visitors and customers with a comfortable environment for meetings away from the busy exhibition floor.
Agricultural and specialist tyres were displayed throughout the stand, allowing visitors to view product ranges up close and discuss specific requirements with the GB Tyres team.
The design successfully incorporated GB Tyres’ portfolio of partner brands through strategically positioned graphics, displays and branded elements.
The stand layout encouraged movement from all sides, ensuring visitors could easily access product displays, meeting areas and hospitality spaces.
Our team managed every aspect of the project, from stand manufacture and logistics through to installation at the NEC Birmingham. Careful coordination ensured the large-scale structure, vehicle installation, graphics and hospitality facilities were delivered safely and efficiently within the show’s build schedule.
The result was a seamless installation that was ready to welcome visitors from the moment the exhibition opened.
The completed stand delivered a striking exhibition presence that reflected the scale and professionalism of the GB Tyres brand. Combining premium hospitality, strong product presentation and standout visual features, the stand became a destination for visitors throughout LAMMA Show.
The project demonstrated Guardian Display’s ability to deliver complex exhibition environments that combine creative design, practical functionality and exceptional build quality.
