At A Glance

Designed and built an expo stand for Alienware

Deployed in Oslo, Norway

First ever store-in-store installation in Europe


Market Partners work with Alienware in the Nordics, supporting them with training retail sales forces across the region. They approached OrangeDoor to design and build a stand for one of their biggest retail expos of the year, located in Oslo, Norway. On top of that, they wanted as much of the stand as possible to be modular, so that it could be reused as an installation in a retail store. With just a 3 month lead time, to design, build, ship and deploy the stand, OrangeDoor had to move quickly to get the project completed in time.


Our Approach

Before we could even start designing the stand, the OrangeDoor design team needed to wrap their heads around a whole new set of brand guidelines. The design of the stand was modelled on Alienware products, and comprised a series of custom built display desks, integrating RGB LEDs, and backlit Alienware logos. The stand was fabricated from scratch, and even finished in a professional paint shop, to achieve a hyper glossy supercar finish. The entire stand was shipped to Norway, and built for the expo, with giveaways and pick’n’mix helping to attract footfall to stand.

Working with a number of stakeholders, including Alienware, Market Partners, Elkjop, and Dell, this event was also the first time in Europe that Alienware had done an in-store installation, so the expo stand was the first stage in setting a precedent for a series of future events.



The stand was one of the highest quality stands OrangeDoor had ever produced, with photos of the finished project perfectly matching our design renders.

Excellent account management and customer service. Delivered to budget and managed expecations very well. Overall very satisfied with the two large projects we worked together on!
— Marketing Manager Sweden and the Netherlands - Dell Technologies

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