GWM New Zealand at Fieldays 2025: A Confident Brand Presence Built for Engagement

Designed with Purpose, Delivered with Care

Client: GWM New Zealand
Event: Fieldays 2025
Scope: Full Event Project Delivery

More Than a Display — A Purpose-Built Experience

For GWM New Zealand, Fieldays 2025 wasn’t just about brand awareness—it was about connection. In an environment often dominated by noise and sensory overload, we focused on refinement, comfort, and flow. The brief: deliver a confident brand presence that felt natural, inviting, and unmistakably GWM.

Expocrafters managed every aspect of the project—from design and logistics to site build and vehicle placement. The final result was a clean, contemporary exhibition fitout that blended architectural detail with practical functionality, all built for the Fieldays outdoor environment.

Layered Design, Built for Visitor Experience

This Fieldays exhibition stand was mapped for intuitive interaction and flow. Visitors entered a clean, open space that guided engagement without pressure, thanks to a series of carefully placed structural and branding elements:

• LED Lightboxes: Framed the stand with bright, architectural branding visible day and night.
• Timber Feature Plinths: Added warmth and tactility to key storytelling points.
• Suspended Round Banner: Delivered high-altitude brand presence without crowding the footprint.
• Raised Vehicle Platforms: Strategically positioned hero vehicles with turf and mulch detailing to create natural zones.
• Digital Screen Wall: A large integrated LED wall anchored the back of the stand with dynamic brand storytelling.
• Relaxed Lounge Areas: Welcoming breakout zones encouraged one-on-one conversations away from the crowd.
• Branded Ground Accessories: Turf, flags, and matting delivered a cohesive look right down to the smallest detail.

Full-Service Delivery with a Personal Touch

This project was handled end-to-end by the Expocrafters team—from planning and compliance through to marquee setup, flooring, lighting, AV integration and final styling. Every step was collaborative, and the GWM team described the experience as “seamless and completely stress-free.”

We deliberately avoided visual and sensory overload. Instead, the design leaned into restraint—ensuring product and people took centre stage while the structure supported the story without distraction.

Refined, Engaging, and On Brand

The final activation was a confident statement of GWM’s place in the New Zealand market: innovative, established, and customer-focused. Lounge areas and thoughtful landscaping created natural pauses for conversation, and the spacious layout allowed the product to shine without being overpowered.

Planning Your Fieldays 2026 Activation?

At Expocrafters, we design and deliver custom exhibition stands and event activations that are clean, intentional, and results-focused. Whether you're launching a new product, reimagining your exhibition presence, or planning a regional event, we’re here to help make it simple—and effective.

Talk to our team today to start planning your next exhibition or event build.