Why London Startups Are Choosing Modular Displays

London’s ExCeL exhibition centre is one of the largest and most prestigious venues in the UK. With thousands of visitors passing through every day of an event, it’s a competitive and high-stakes environment for any exhibitor. That’s why having a stand that’s both visually impactful and strategically designed is critical.

At Discovery Displays Ltd, we’ve helped countless businesses succeed at ExCeL with high-quality modular exhibition stands. In this case study, we’ll walk you through how we partnered with a London-based tech startup to deliver an exhibition experience that generated real results — without the costs or complications of a custom build.

The Challenge

Our client, a fast-growing AI software company based in Shoreditch, was preparing for their first major trade show appearance at TechX London — one of the biggest tech events held annually at ExCeL. As a startup, their goals were clear:

• Build brand awareness

• Attract potential partners and investors

• Demonstrate their new product to a tech-savvy audience

However, they faced several challenges:

• A tight budget

• A small internal team

• The need for a stand that could grow with them for future events

They came to Discovery Displays Ltd seeking a cost-effective, reusable solution that didn’t compromise on style or functionality.

The Solution

After an initial consultation, we recommended a modular exhibition stand tailored to their 3m x 3m corner space at ExCeL. The key design priorities were:

• Strong visual branding: We used tension-fabric graphics with bold colours and high-res images to create an eye-catching display.

• Product demo zone: We included an integrated counter with space for a touchscreen display and laptop connection, allowing real-time software demos.

• Lead capture tools: A branded panel featured a built-in tablet station for visitors to sign up, book demos, or download brochures via QR code.

• Storage & logistics: Behind the back wall, we added a hidden storage area for keeping marketing materials and personal items out of sight.

The modular system we supplied was lightweight, tool-free, and reconfigurable, meaning the client could adapt the layout for future shows with ease.

Setup at ExCeL

ExCeL has strict rules around delivery times and access, and first-time exhibitors often find the logistics daunting. We supported the client by:

• Managing delivery and installation scheduling

• Providing on-site setup support to ensure the stand was exhibition-ready on time

• Supplying clear instructions for future DIY builds

The setup was completed in just over two hours, leaving plenty of time for the client to prep materials and rehearse presentations.

The Results

The exhibition was a huge success for the client. Over the three-day event:

• They collected over 400 qualified leads

• Their stand was highlighted by the organiser as an example of best practice in small-space exhibiting

• They secured a meeting with a major investor and multiple partnership enquiries

Most importantly, the client reported that the modular system made the whole experience “smooth, professional, and stress-free.”

Post-event, we helped them store the stand and reconfigure it for their next outing — a smaller local event where the same setup was resized to fit a 2m x 2m space.

Ongoing Value

One of the key takeaways from this case study is the reusability and adaptability of modular stands. The same system used at ExCeL has since been deployed at:

• A B2B expo in Camden

• A recruitment fair in Canary Wharf

• A product showcase in Manchester

Each time, only minor graphic or component updates were needed — dramatically reducing costs and ensuring brand consistency.

Final Thoughts

Exhibiting at ExCeL — or any major London venue — doesn’t have to be intimidating or expensive. With the right strategy and a modular exhibition stand from Discovery Displays Ltd, you can make a powerful impression, capture quality leads, and grow your presence across multiple events.

We help London-based businesses like yours create stands that combine professional aesthetics, ease of use, and long-term value. Whether you’re preparing for your first show or levelling up your current display, we’re here to help.

Ready to shine at your next event?
Visit https://discoverydisplays.co.uk or contact us for a tailored exhibition solution that works.