White Label Casinos
Industry
What We Did
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A vibrant, open stand built to help White Label Casinos raise brand awareness, host meetings and deliver an addictive, high-energy game experience at ICE Barcelona.
Challenge
White Label Casinos needed a stand that balanced professionalism with the playful edge their brand is known for. The space had to support informal meetings, brand storytelling and a new one-by-one interactive tube game designed to attract footfall. The requirements included a lounge-style seating zone, bespoke logo furniture, a strong visual identity and a clear split between “work” and “play” areas. The stand also had to compete visually against major industry players and meet ICE’s strict construction, rigging and safety regulations.
What We Delivered
We delivered a full stand build across a 12m x 11.5m raised deck, finished with oak plank vinyl flooring and integrated faux-neon LED floor details recessed into the platform for safety and impact. The structure included a 3.84m high timber-built storeroom and a 3m feature meeting area, complete with slatted timber frames, banner-wrapped walls and an artificial plant wall.
A large 6m x 2m hanging banner formed the core brand beacon, supported by truss, hoists and full load-tested rigging hardware. Four illuminated logo ottomans were replaced with three bespoke WLC logo seats tailored to the brand’s identity, along with custom planters, a server unit, demo desk and a full reception setup.
The interactive tube game was fabricated as a central play feature, built to the client’s specification and visually aligned with the stand’s colour palette. AV integration included a 4m x 1m LED video wall, two 55” screens, speakers, iPads for product demos, and pre-show programming.
Furniture and styling completed the environment: high tables and stools, low informal seating, coffee tables, topiary, fridges, a coffee machine and a branded rug. Graphics included full BBPVC banners, SAV cut vinyl, artwork prep and print management.
All technical services were delivered end-to-end, including organiser approvals, right-to-rig permission, waste management, internet, mains power distribution, data cabling, prewire and PAT testing. Logistics covered ATA carnets, EU customs, transport, crew travel, accommodation and show-period support.
Impact
The stand gave White Label Casinos one of their strongest appearances at ICE to date. The division between the lounge-style “work” zone and the high-energy “play” area made it easy for the team to host meetings while attracting continuous footfall to the tube game. The plant walls, custom logo seating and warm lighting added character and brand personality, while the LED wall and signage ensured visibility across the hall. The selfie wall haled extend reach on social channels, and the overall layout supported a steady flow of leads, aligning with WLC’s goal of expanding recognition beyond their existing network.
