Alier Stand: GGCE 2025
We headed to Global Gypsum Conference & Exhibition in Amsterdam to deliver a bespoke exhibition stand for Alier. The objective was clear: They wanted an exhibition stand builder to create a bold, professional presence that would stand out on a competitive show floor while providing a functional space for meetings.
The stand needed to draw attention on a busy show floor while supporting meaningful conversations with partners and prospects.
A Bit About Alier
Alier is a Barcelona-based, sustainability-focused manufacturer specializing in 100% recycled paper products, including plasterboard liner, specialty papers, and packaging, operating since 1833. With over 200 employees, they export to more than 60 countries and emphasize circular economy principles by recycling complex materials like liquid packaging
Their identity leans toward clean, modern design with clear and direct messaging.
The Brief
Alier required a stand that would elevate their presence at GGCE while remaining practical for a multi-day event. It needed to accommodate both quick interactions and more in-depth meetings, without feeling crowded or overly complex.
The main requirements were:
Strong Brand Presence: Ensuring the stand was instantly recognisable from across the hall.
Open & Inviting Layout: Encouraging visitors to step in without hesitation.
Meeting Functionality: Dedicated space for private discussions with partners.
The Challenge
GGCE is a highly competitive environment, with brands all competing for attention. The challenge was to create something that stood out without becoming overwhelming or impractical.
We also needed to carefully manage the flow of visitors—keeping the stand open and accessible, while still providing quieter areas for conversations. Striking that balance between visibility and usability was key.
The Result
The final stand delivered a strong visual impact with a clean, modern finish that aligned perfectly with Alier’s brand. Strategic use of lighting and high-quality graphics ensured visibility from multiple angles across the exhibition hall.
The layout combined an open front-facing design with a more private meeting tables toward the rear, allowing the team to seamlessly transition from quick introductions to detailed discussions.
Overall, the stand achieved exactly what it set out to do—attract attention, support engagement, and provide a professional environment for business conversations. It’s a great example of how thoughtful design and smart space planning can maximise results at a major industry event.
Take a look at some of our other Bematrix budget stands here.
