Event
Location
Partnership
Caravan, Camping and Motorhome Show
NEC, Birmingham, UK
2 years
Conceptual Planning
Transforming the NEC hall into an inviting outdoor-inspired space presented a unique challenge. Our DSA design team conceptualised a setup that recreated the beauty and camaraderie of camping life, while also making use of digital tools to engage visitors and gather insights. Our vision was to create an immersive experience, inviting attendees into a space that felt like a true camping environment, from shared cookout areas to serene starry night simulations.
Design Visual
At the centre of the stand was a whimsical caravan serving as a refreshment hub, where visitors could enjoy tea and coffee while chatting with Club representatives. A rustic log cabin hosted live cooking demonstrations by Andrew Dickens, set against a digitally rendered mountainous backdrop for an authentic outdoor feel. Adventurer Andy Torbet shared thrilling exploration stories that inspired attendees to embark on their own adventures. Eco-friendly astroturf gave the space a lush, green look, while teepees displaying the Club’s offerings were strategically placed for visual interest and information. An interactive digital map at the entrance welcomed visitors, adding a modern touch to this
The Event
Aligning with DSA’s sustainability goals, every element of the stand was designed with longevity and modularity in mind. The central caravan, white picket fencing, and teepees were all constructed to be reusable, ensuring that they could be adapted for future events. This approach reduced waste and optimised resources, underscoring the Club’s commitment to sustainable design.
Results and Reflections
The stand was a huge success, drawing over 150,000 visitors throughout the show and creating significant buzz. The innovative design heightened member engagement, bringing the magic of camping to an indoor space.
