HESCO Field Environment Exhibition | London & Washington DC
Immersive Themed Displays | In-theatre Simulation with Hospitality
Themed Exhibition Programme & Experiential Strategy
Immersive in-theatre environment displays for HESCO at DSEI London and AUSA Washington DC defence exhibitions. Unlike conventional clean product stands, this concept recreates authentic forward operating base conditions using filled Concertainer barriers, sandbags, camouflage netting and weathered finishes. The centerpiece is an unconventional makeshift bar built from timber and tactical gear - mirroring improvised hospitality spaces in real compounds. This creates informal networking environment where procurement professionals discuss force protection over refreshments in contextually appropriate surroundings, breaking formal sales atmospheres typical of trade shows.
Sensory Engagement & Customer Connection
The rough, unrefined aesthetic deliberately contrasts with polished exhibition architecture throughout industry shows, creating visceral connections for visitors who recognise authentic deployment environments. The staged realism resonates particularly with serving personnel and veterans, triggering operational memories and creating emotional engagement beyond technical specifications. The makeshift bar functions as recognised gathering point at industry specific exhibitions - a destination for substantive discussions in relaxed settings, generating extended visitor dwell time and facilitating the nuanced conversations often missed in formal presentations.
Reusable Programme Results
The themed environment successfully deploys across multiple annual exhibitions, with reusable components retained at each location. HESCO reports the experiential approach effectively differentiates them from competitors using conventional methods, with the hospitality-based strategy particularly successful for building long-term defence customer relationships who appreciate authentic operational context rather than sanitized marketing environments.
”Designrock have been fundamentally instrumental in the success in what we do here”, Communications Manager, Hesco Bastion Ltd.
“Designrock have increased the success of our global exhibition operations” - Director Hesco
