Axis Designer

2026

The stand is the pitch

Exhibition stands for textile manufacturers. The films cover the bare shell, the build, and the floor on the morning it opens.

What was in it

  • Film
  • Photography
  • Social direction
A walkthrough of the finished exhibition floor: signage reading Boutique Living, product bays, arched openings and seating, filmed at walking pace down the aisle.

The stand is the pitch

At a textile fair the stand sells before anyone speaks. These are built for Indo Count, Sumilon, Boutique Living and Creative Group: arched openings, lit product bays, a working meeting table, and enough light on the goods to read a weave by. The walkthrough is shot the way a buyer arrives: from the aisle, at walking pace.

The before and after cut: a worker painting the Indo Count name onto a bare panel, then the same stand finished, with lit shelving, folded stock and a fitted meeting room.

Before and after

The same floor twice. Bare shell, taped board and a name being rolled onto raw panel at one end; painted arches, filled shelving and a fitted meeting room at the other. It is cut as one continuous comparison rather than two clips, because the whole point is that they are the same square metres.

The build in progress: ladders against half-finished walls, panels being carried in, a floral print being hung, and crates still open on the floor.

The build

Ladders, rollers, panels going up, a logo painted by hand the night before the doors open. The finished stand is what photographs; the build is what the client is actually buying, and it is the part that shows whether a deadline was ever in doubt.

The Indo Count stand: a long white facade of glazed steel doors under the name in black, with bedding displays visible through the glass.

The floor

Shot on the morning of, before the crowd. Indo Count behind glazed steel doors, Sumilon’s product wall under a run of downlights, Sleep Safe in mint and white with the seating already set. The photographs are the only thing that outlives the fair.

The Sumilon Industries stand: a product wall of framed samples, a slatted timber ceiling and a white meeting table with chairs.
A stand built from a run of white arches on a yellow-green floor, each arch framing a bay of textile samples.
The Sleep Safe stand in mint and white: curved signage over a wall of product panels, with tables and rattan chairs set out in front.
The Creative Group stand: timber panelling and planting behind a long table laid with folded fabric, cushions and swatch books.
A wide view of the Sumilon stand from the aisle, its corner open on two sides with sample boards, a counter and seating inside.
A detail of a stand: a slatted timber screen with product shelved into it, beside an information wall and a small meeting setting.