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March 2017


The Brief: A stand that’s best in show

We were approached by i2i Marketing who have been working with James Wellbeloved for a number of years and wanted to make some radical changes to their stand for the Crufts Dog Show 2017- the largest stand at Crufts for the last two years, the James Wellbeloved display is a two storey, modular build stand. As one of the official sponsors of Crufts, James Wellbeloved needed a stand that shows off the brand, putting it front and centre on the trade floor. Eye catching, practical and built in a matter of days, this new stand is ideal for the largest dog show in the world.

The Concept: Large, practical & reusable

They wanted a stand that could be broken down and stored when it wasn’t in use. It needed to be set up in the NEC Birmingham and capable of withstanding the traffic of a busy convention space.

Over 150,000 people visit Crufts every year, so the stand was designed to handle that level of traffic, while also allowing select visitors to climb the stairs to a viewing platform to see the dog show.


The Challenge: Taking a new approach to large stands

In a standard large build, the walls would be erected, wrapped and be trimmed to shape to allow for entrances and other features. However, since this had to be modular, every 6 metre high wall needed to be individually wrapped and assembled. Then, every join was lined up perfectly.

The second challenge was the location. The NEC Birmingham changes it regulations for display stands and promoters. With fundamental changes required to adjust steel thickness and wall structure, the original design had to undergo major changes. Our team discussed the changes with the NEC’s structural engineers to gain in-depth understanding. This ensured that the new stand was up to regulations.

The Result: The largest stand at the world’s largest dog show

The build was rigged in 3 days, ready for the crowds for Crufts 2017. The James Wellbeloved stand was the prize of the trade show floor, attracting dog lovers from all over the world. In 2018 and 2019 the stand has since returned to Crufts (rigged by Inchmere) and occupies pride of place within the NEC drawing huge crowds year on year.

A word from i2i’s team

“Having worked with Inchmere for many years this was by far the largest build for both of us. The outcome was truly brilliant, Inchmere did a fantastic job on what was a challenging build. ”

– Lucinda