This year’s was MSIG’S debut BIBA under their new name. It was important to promote a sense of continuity from 2025's exhibition stand so that they were still recognisable. Through consultancy with MSIG, it became clear that they were also keen to continue with the theme of gamification.

It’s important that this game works to complement the stand, and further a brand messaging. So, together with MSIG, we decided on a catch-it game, to test visitors' reflexes as they tried to grab batons as they fell from their perch on the 'T' frame. This not only bought a fun bit of friendly competitive spirit, it also slotted neatly into MSIG's brand mission which is all about speed and efficiency. 

As visitors flocked to compete in the game, MSIG were able to grab their attention, and begin to build those all-important relationships. The Barista were again on hand, behind the counter, well-signposted by bright red graphics reading, “Fancy a coffee?”. 

To give them a place to drink this and have those all-important discussions, we fashioned a pergola-esque 'meeting zone'. This was built with a set of two fluted PETG walls, held up by timber frames, and hosting a neat and tidy seating area.

The meeting zone's outer wall supported TV mounting, so no space was wasted, and people could interact with the stand as they walked past.

All was white, red and purple: MSIG’s brand palette, creatively employed to be as engaging and exciting as possible. Consultancy with MSIG always reinforces the ways in which companies can always come up with innovative ideas to engage any number of audiences. There is no one way to approach an event, and MSIG always pull it out the bag.