PUMPUI
Project : PUMPUI
Size : 6x12 sqm.
Location : BITEC
Budget : 7xx,xxx฿
Smile Exhibit successfully delivered an end-to-end One-Stop Service (Structural Design, Custom Production, and On-site Installation) for Pumpui —one of Thailand’s premier ready-to-eat food manufacturers—at THAIFEX - Anuga Asia 2026.
Faced with a fixed 6 x 12-meter footprint, our team engineered a high-impact commercial pavilion under the concept "Pumpui: Ready Meal" to solve key B2B trade show challenges and drive international business growth.1. The 6-Meter Soaring Framework (Structural Solution)
- Spatial Balance: To secure commanding long-distance visibility within a massive exhibition hall, we engineered the main structure to stand at an impressive height of 6 meters. We utilized an Open Plan layout to ensure fluid traffic flow and a comfortable, airy atmosphere.
- Global Brand Identity: Every structural joint was custom-finished in the brand's corporate red using modern curves, featuring global English branding across all sightlines. The entire framework underwent strict safety audits to guarantee 100% structural stability.
2. Cooking Zone: Engineered for Operational Efficiency & Hygiene
Live culinary demonstrations are vital for F&B conversion but frequently introduce operational clutter. We engineered a seamless front counter bar to maintain a spotless presentation:
- Hidden Waste Station: Trash receptacles were integrated out of sight beneath the counter line to follow strict sanitation standards.
- Concealed Storage: Commercial chillers and food preparation equipment were built completely flush into the custom cabinetry.
Backstage Portal (Concealed Door): A hidden entrance linked the preparation bar directly to the dishwashing area and stockroom. This allowed staff to manage inventory and cleanliness rapidly without disrupting front-facing corporate interactions.
3. Business Area & Backdrop: Optimizing the Conversion Environment
Fitting 6 dedicated business meeting sets (24 seats total) into a tight layout requires deliberate spatial optimization to guarantee meeting privacy and reduce crowding.
- Marketing Backdrop: The lounge area was framed by an expansive backdrop wall designed for high-resolution graphics, showcasing brand communication and marketing campaigns.
- Digital Integration: A large-format LED media wall was embedded perfectly flush into the structural drywall, cycling through product videos to provide continuous visual support during commercial negotiations.
F&B trade shows require rapid and sanitary inventory management. We partitioned the main walk-in storeroom into two distinct zones:
- Marketing Material Zone: Optimized for corporate premiums, brochures, and sales literature.
- Food Inventory Zone: Dedicated strictly to food stock to maintain high hygiene standards.
- Information Hub: Custom-built, integrated brochure stands were placed at the front reception area for immediate literature distribution.
Driven by rigorous factory production standards and precise on-site execution, Smile Exhibit delivered this high-conversion pavilion 100% on schedule (On-Time Delivery). The space did not merely display products; it functioned as a strong, reliable commercial tool that validated brand authority and accelerated global trade agreements.
SMILE EXHIBIT "Built Right. Delivered On Time."
