Q&A: Steelite-Utopia
Almost a year on from its acquisition by Steelite International, Steelite-Utopia – formerly Utopia Tableware – is well underway with its new era of growth. The acquisition saw Smart Display play a pivotal role in the launch of the new label with a bespoke, statement stand build at Ambiente earlier this year. Here, trade show manager June Billings takes a look back at how working with Utopia’s regular stand build helped to ease the transition from old to new.
Q: Can you tell us about your relationship with Smart Display?
A: We are in the early stages of our current relationship with Smart Display. Historically they have produced work for Utopia Tableware (now Steelite-Utopia). The most recent project was Ambiente 2025 and it was a successful transition from Utopia Tableware to the Steelite-Utopia brand.
Q: How does re-using your stand elements from one show to the next benefit you?
A: We do reuse our stand elements; this is not only cost effective but also from an environmental perspective we will keep reusing where we can.
Q: Does it help working with the same installers on site?
A: From our experience, it does help to see the same team as they are familiar with your company, brand look and feel. They can anticipate any expectations without having to go through the guidelines each time.
Q: What are the benefits of returning to the same exhibition stand designer time after time?
Again, cost savings are a key element, building up a strong relationship between us and the stand builder helps with recognising the business requirements
Q: How has your stand design evolved over time?
A: With this being in the early stages, we can’t say how its evolved too much. However, we can say that the transition from one brand to another went smoothly and therefore evolved naturally at the Ambiente Show.
Q: What about the project management side?
A: We had to trust Smart Display a lot this year due to the new relationship bringing historical assets. Communication was brilliant and we felt that there was a great attention to detail when it came to logistics and the wider project planning.
Q: What are you hoping to achieve at your exhibitions this year?
A: Brand recognition, a good attendance to the stand and a functional workspace for the Steelite-Utopia team.
If your exhibition presence is pivotal to a rebranding exercise or relaunch, make sure you work with the industry experts. We can design and build a bespoke presence for your brand, working seamlessly with a wider rebranding programme to perfectly position your company in the marketplace #wemakeevents.
