Fielder Nutrition | Bespoke Shell Stand Track
NEC Trade Show
Trade Show
Bespoke Build
Brand Activation
Birmingham
2026
We delivered a bespoke farming-themed racing feature for Fielder Nutrition to headline their stand in the CropTec area of the 2026 Lamma show at the NEC Birmingham. The project involved a custom 'country lane' track layout, intricately detailed with scenic elements - including combine harvesters, cattle grids, and maize fields - to perfectly mirror the client's agricultural focus. By hosting a competitive 'Top Gear style' leader board, we created a high-energy focal point that significantly increased stand footfall and was praised by organisers as the most fun attraction in the hall.
Summary
Working alongside Fielder Nutrition, our objective was to break the mould of traditional exhibition stands and drive meaningful engagement. We moved away from standard track layouts to engineer a bespoke 'country lane' simulation that resonated deeply with the agricultural demographic. The attention to detail was exhaustive; the circuit wound through a curated landscape featuring miniature combine harvesters, a grain barn, and textured elements like ploughed earth and maize fields.
The experience was anchored by a competitive time-trial format, utilizing a 'Top Gear' style leader board to spark friendly rivalries among attendees. This approach successfully gamified the visitor experience, transforming the shell stand into a high-energy hub that encouraged dwell time and conversation. The visual novelty of cars navigating cattle grids and mud tracks proved to be a magnet for social media content, while the lively atmosphere prompted the event organisers to single it out as the highlight of the hall - an image of the track was also posted by the event organisers LAMMA as a main photo on their social media pages.
Challenge
The primary objective for this activation was to capitalise on the significant volume of footfall within the CropTec hall and effectively divert traffic from the aisles onto the stand. In a bustling exhibition environment like LAMMA, simply having a presence isn't enough; we needed a visual hook powerful enough to stop attendees in their tracks and bridge the gap between passive observation and active engagement.
Aesthetically, the challenge was to create an installation that felt authentic to the agricultural sector rather than a generic arcade game. We moved beyond a standard racetrack setup to deliver a visually rich experience that mirrored the visitors' own environment - swapping tarmac for textured mud effects, cattle grids, and maize fields. This attention to detail ensured the track served as a relevant, industry-specific conversation starter rather than just a toy.
Furthermore, we designed the interactive element to maximise dwell time. By using the 'Top Gear' style leader board as a competitive anchor, we kept visitors on the stand for longer periods. This created a buzzing, approachable atmosphere that allowed the Fielder Nutrition team to initiate business conversations naturally while guests enjoyed what was widely considered the most fun stall in the hall.
Solutions
We delivered a visually immersive installation that functioned as a comprehensive branding takeover. The Fielder Nutrition identity was seamlessly integrated across every visual touchpoint, including custom track branding, the physical 'Top Gear' style leader board, and the high-visibility digital timing screens. This strategic placement ensured that the constant stream of photos and videos taken by the crowd inevitably captured the client’s brand, extending the marketing reach beyond the hall itself.
To maintain a dynamic atmosphere amidst the trade show bustle, we centred the experience around a competitive lap-time challenge. The leader board acted as a magnetic focal point, drawing in spectators and sparking friendly rivalries that encouraged repeat visits to the stand. Our team managed the flow to ensure a fun, accessible experience for all visitors, successfully transforming the space into a high-energy hub. The result was a constant buzz of activity that maximized dwell time and cemented Fielder’s status as the standout exhibitor of the event.
