Italian Trade Agency

With a motivated and modern organization and a widespread network of overseas offices, ITA provides information, assistance, consulting, promotion and training to Italian small and medium-sized businesses. Using the most modern multi-channel promotion and communication tools, it acts to assert the excellence of Made in Italy in the world.

The Brief and What We Did

Four Oaks is one of the UK’s leading commercial horticultural shows, bringing together growers, suppliers and professionalsfrom across the industry.

For ITA, Four Oaks was an opportunity to showcase Italian horticulture to a UK audience - and our job was to create the space to do it. Having experience delivering international exhibition stands, we understood the importance of creating a pavilion that represented ITA’s identity while giving each participating business its own presence.

With several brands coming together under one roof, thebrief was all about balance. The pavilion needed to feel connected without becoming crowded, with a strong and consistent ITA identity running throughout.

It also needed to reflect the horticultural industry itself, bringing natural materials and planting into a clean, contemporary design.

The build

With an 8m x 14m footprint, there was plenty of space to play with, but every part of it needed to work hard. The pavilion was designed to feel open and connected, bringing the different exhibitors together while giving each business its own presence within the wider ITA space.

Some of the key features included:

Around 75 plants showcasing the horticultural expertise Italy is known for and bringing plenty of life - quite literally - to the space.
Bespoke counters and planters designed specifically for the pavilion.
Slatted timber features to add warmth and texture.
Strong backwall branding creating a clear and consistent ITA identity throughout the stand.
Ceremonial flags adding height and visibility, helping strengthen the pavilion’s presence across the show floor.
Dedicated seating areas giving visitors and exhibitors comfortable spaces to stop, talk and meet throughout the show.

As with all our exhibition stand designs, every element had a purpose - from how visitors moved through the pavilion to where conversations could take place.

It’s an approach we bring to all our bespoke exhibition stands: combining creative design with a space that looks the part and works for the people using it.

The Result

The finished pavilion gave ITA a strong and recognisable destination at Four Oaks.

From the planting and natural finishes to the branding, bespoke features and carefully considered layout, everything worked together to create a stand that felt welcoming, professional and relevant to the industry around it.

A lot going on? Absolutely. But brought together in a way that felt simple, considered and unmistakably Italian.

A little piece of Italy, right in the heart of Four Oaks.

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What Made This Stand Work

One stand. Multiple brands. And plenty to bring together.

A Pavilion With Personality

Around 75 plants, bespoke planters and warm slatted timber features brought the horticultural theme into the pavilion itself. The planting wasn’t simply decoration - it helped connect the design back to the industry and the businesses ITA was there to represent.

One Space, Multiple Brands

Creating one strong identity without losing the individual exhibitors was key. Consistent ITA branding brought everything together, while the open layout allowed each participating business to have its own presence within the wider pavilion.

Designed for Conversation

Exhibitions are ultimately about people. Dedicated seating areas and an open, easy-to-navigate layout created plenty of opportunities for visitors to stop, talk and spend time on the stand - turning passing footfall into meaningful conversations.