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Growing alongside Technogym

Tecna have worked with Technogym for over 8 years. During that time, Technogym’s business has evolved and grown considerably and we have partnered with them on that journey from smaller scale set ups, through to the large scale, impressive stands you see at their major shows today.

For The 10th Anniversary of Elevate at Excel London, we created a spectacular brand space bringing together their product, content, presentation areas and a hanging banner that could be seen from every location of the show. It was so bold, you can see it in basically everyone’s socials from the show, whether they were filming the Technogym stand, or something else entirely.

  • 8+ Years of partnership
  • 194m² Stand space
  • 19x12m Hanging banner

The Design

For this design, we used a hybrid approach: a modular core system combined with bespoke horizontal and vertical components engineered to achieve the exact look Technogym wanted. The modular core gave the project speed and cost efficiency, and it means the underlying structure can be reused across future shows rather than scrapped after one outing. The bespoke elements sat on top of that core, so nothing about the finish felt off the shelf. For visitors, that combination meant a stand that looked fully considered and premium.

We redesigned Technogym’s 3D signage for this show, standardising a face-illuminated approach across all twelve signs. Face-illumination gives signage a cleaner, more consistent glow rather than the patchier look you get when different signs use different lighting methods, so as visitors moved around the stand, the branding felt coherent. Because the signage format is now standardised, Technogym can reuse it across their wider events calendar instead of commissioning new signage for every show.

Together, the approach gave Technogym a stand that looked and felt fully bespoke to visitors, while giving the business behind it a build that costs less to repeat and holds its quality over time.

A Pavilion, Not a Banner

The hanging banner was the biggest draw of the space, encasing the stand at 19x12m, it was an unmissable brand statement visible from every area of the show.

Rigged across 12 fixing points with 20 lights and 2 speakers integrated, and hanging 4m above the floor, the banner used approximately 248m² of printed fabric graphic to cover its 228m² span – installed by an 8-person crew in around 4 hours, with a further 4-person AV team taking roughly 2 hours to fit the lighting and speakers.

“The large-scale banner shifts audience mindsets and creates one large destination for the stand, when the audience step into the Technogym environment; they are no longer at Elevate, they are transported to a show of Technogym’s own. That’s the impact a banner at that scale creates.”

Max Green, Creative Lead, Tecna

The Benefits of a Long Term Exhibition Partner

Tecna are trusted by Technogym as we understand their brand, products and objectives inside and out, we’ve seen them evolve over the last decade and supported that growth. Our work with them highlights the benefits of building a long-term relationship, we constantly Push the Possible with them, increasing the scale of our collaboration with every concept we bring to life together.

We help develop their existing kit, finding ways to constantly enhance and refine their stands, adding fresh ideas and elements without creating the waste that is typically associated with bespoke builds.

Our offices and teams are open to them, so they can visit us whenever they need to, whether that’s for access to storage or a quality check during one of our pre-builds to put their minds at ease or just to chat through new ideas and brain storm with our experts.

Responsible Delivery

Around 70% of the build is engineered for reuse,

The modular framework is rental and reused between shows, the 3D signage belongs to Technogym’s own kit, the edge profile is reused, and the carpet and rubber tiles are Technogym’s own stock, carried over into next year’s show calendar. The TVs were also drawn from rental stock rather than bought new.

The remaining 30%, largely the foamex panelling – is processed as waste-to-fuel rather than sent to landfill.

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