Chai Spice MICE Exhibition Stand | Island Stand Case Study
Creating a Custom Island Stand for Chai Spice at the Melbourne International Coffee Expo
When Chai Spice exhibited at the Melbourne International Coffee Expo (MICE), they wanted a stand that reflected the personality of their brand while creating an inviting space for visitors to engage with the team and experience their products.
Located on an island site within the exhibition hall, the stand was open on all sides and visible from multiple directions. The project combined custom cardboard furniture, product displays, branded signage, and a separate activation cart to create a cohesive exhibition presence throughout the event.
Project value: Approximately $13,000.
The Challenge
MICE is one of Australia's largest coffee industry events, bringing together roasters, café owners, hospitality businesses, equipment suppliers, and food and beverage brands from across the country.
With an island site, Chai Spice couldn't rely on a traditional front-facing stand design. The space needed to feel welcoming from every angle and provide opportunities for visitors to stop, explore products, and spend time with the team.
The stand needed to:
- Reflect the warmth and natural feel of the Chai Spice brand
- Create a stronger presence within a busy exhibition environment
- Display products clearly and accessibly
- Encourage visitors to enter and engage with the space
- Align with the company's sustainability values
- Make effective use of a large open exhibition footprint
The client was already familiar with The Cardboard Mill's work and was particularly interested in using cardboard as a more sustainable alternative to traditional exhibition materials.
The Solution
The Cardboard Mill designed and built a collection of custom cardboard elements that worked together to create a complete exhibition environment.
Rather than focusing on a single hero feature, the stand was designed around several branded touchpoints that encouraged visitors to move through and interact with the space.
Custom Furniture
The stand featured custom cardboard tables and stools finished with printed caps that incorporated Chai Spice branding.
The furniture created informal meeting areas throughout the stand and provided spaces for conversations, product sampling, and visitor engagement.
Product Display Shelving
Custom shelving units were designed specifically for the products and merchandise being showcased at the event.
Branding was integrated directly into the shelving structures, helping create a consistent visual identity across the stand while keeping product displays organised and accessible.
Central Café Station Branding
At the centre of the stand was a café-style drinks station where visitors could sample chai and engage with the team.
The existing metal frame structure above the station provided an opportunity to introduce additional branding within the footprint of the stand.
Custom printed cardboard signage was designed and attached directly to the framework, helping define the central activation area and increase visibility throughout the exhibition hall.
Chai Cart Activation
Alongside the main stand, The Cardboard Mill also produced a separate branded chai cart positioned elsewhere within the venue.
The cart provided an additional touchpoint for attendees and extended the Chai Spice presence beyond the boundaries of the exhibition stand itself.
The Process
Chai Spice first approached us in January to begin planning for the event.
Over the following weeks, we worked closely with the client to refine the stand layout, product display requirements, branding integration, and visitor flow throughout the space.
Our in-house graphic designer collaborated with the Chai Spice team to adapt existing brand assets across the shelving, furniture, and signage elements, ensuring consistency throughout the build.
Installation was completed onsite shortly before the event opened.
During the final stages of setup, it became apparent that several printed signage elements the client had intended to organise independently had not been produced. To ensure the stand was fully finished before opening, our team organised and produced additional signage solutions overnight.
The Outcome
The completed stand provided Chai Spice with an exhibition environment that felt open, approachable, and clearly identifiable from multiple directions throughout the venue.
The combination of custom furniture, integrated product displays, branded café signage, and the separate chai cart activation created multiple opportunities for visitors to interact with the brand during the event.
The project demonstrated how cardboard can be used across furniture, product displays, signage, and activations to create a cohesive exhibition presence while supporting sustainability goals and reducing reliance on conventional exhibition materials.
Looking to Create a Custom Exhibition Stand?
The Cardboard Mill designs and builds custom exhibition stands, furniture, signage, activations, and experiential environments for brands across Australia.
Whether you're planning a tradeshow stand, conference display, product activation, or large-scale exhibition space, we can help create a solution tailored to your brand, audience, and event objectives.