Showcase the Dell Technologies brand for only the second time outside of the US, with a focus on the Connected Classroom, Virtual Futures and Security Solutions. Devise a more ‘open’ feel to the stand while still providing space for live demos of large displays and projectors. Include as much ‘interactive’ hands-on opportunities as possible. 


Our Approach

OrangeDoor produced a brand new concept for the stand, which provided three dedicated sections while maintaining an open flow between each area. The stand also featured a number of large format displays and a walk-in storage area. 

We devised new ways of showcasing various products – including a multi-height stand for a range of projectors and standing height tables alongside our classroom setup for client devices.

The Dell Visor, a mixed-reality headset was given prominence with a large area for two concurrent on-stand demonstrations, and a huge social wall featuring 7 Dell monitors displayed feeds from Dell and its partners, as well as BETT’s own social channels.

The Results 

The stand saw amazing footfall, and at times was completely crowded with people interacting with the products on stand. The Dell Visor was even highlighted and demonstrated live in live video coverage of the event.

Most importantly, the stand secured 20% uplift in leads YOY.