Melbourne Motorshow 2025
THE CHALLENGE
After a 15 year hiatus, the highly anticipated return of the Melbourne MotorShow 2025 brought with it a renewed energy and some ambitious expectations. Global automotive brands were eager to make their mark, and the pressure was on to deliver standout custom builds that embodied both innovation and prestige in the local market.
DisplayWise was engaged to produce 7 custom exhibition stands across 1,256m² for leading automotive brands including Deepal, FOTON, INVNT x Geely, GWM, Peugeot, Subaru, and MG Motor Australia.
Each stand was a unique expression of brand purpose that pushed the boundaries of design, craftsmanship, and technology integration. With only 36 hours for bump-in, our team were required to manage complex logistics, large-scale installations, and vehicle movements with precision and control, ensuring a seamless handover for every client.
CLIENT | DEEPAL, FOTON, INVNT X GEELY, GWM, PEUGEOT, SUBARU, MG |
|---|---|
SERVICE | EXHIBITION |
LOCATION | MCEC |
DATE | 2025 |
THE SOLUTION
The triumphant return of the Melbourne MotorShow 2025 marked a significant moment in Australia’s automotive landscape. As such, the custom build scope for the show for the 7 stands presented a unique challenge with the tight bump in timeframe. However, as a trusted partner of the automotive sector, our team demonstrated their proven capability and expertise to translate each brand story into an immersive, purpose-built brand experience.
SUBARU
Subaru’s impressive 240m² stand celebrated the Australasian debut of the all-new Subaru Forester with a bold, captivating build that brought the brand’s “Own the Road and Conquer the Wild” positioning to life. Inspired by the campaign’s core message of living life on and off the beaten track, DisplayWise designed a split-zone stand, with each side visually reflecting different terrains and driving lifestyles.
At the heart of the space was a striking custom-built chevron-pattern back wall. With three arrows pointing in the opposite directions, the wall featured bespoke graphics that echoed the duality of Subaru’s audience—adventurers and city drivers alike. Behind the scenes, the wall also cleverly concealed integrated storage and supported a next-gen LED screen for looping video content. Drawing from environmental storytelling, the DisplayWise team created a full suite of scenic props including a dramatic red rock selfie moment. This hero piece was custom sculpted, painted, and paired with hand-finished faux plants and rugged elements designed to evoke an Australian outback landscape. The stand also featured a bespoke directional selfie signpost and Spin & Win activation with branded giveaways to enhance visitor engagement.
FOTON
As a first-time exhibitor at the Melbourne MotorShow, FOTON’s objective was clear: launch their 2025 range into the Australian market with a bold presence that would establish credibility in the highly competitive 4×4 off-road category. To reflect this identity, DisplayWise designed a rugged, outdoor-inspired stand environment that brought FOTON’s off-road lifestyle aspirations to life, while still celebrating its truck legacy.
At the centre of the display was a dramatic mountain-feature wall, custom built to represent Australia’s diverse terrain and cleverly designed with integrated storage. Immersive theming was also used throughout from custom-designed planter boxes filled with a curated mix of faux rocks through to desert flora, and snow-toned foliage. This strategic contrast between outback reds and alpine greys was a subtle yet effective nod to the Tunlnd Ute’s go-anywhere performance capabilities.
The vehicles on display, led by the debut of the Tunland Ute and Aumark S Light-Duty Truck, were supported by branded silent salesman displays, which gave visitors access to key specs and product highlights in a sleek, self-guided format.
PEUGEOT
PEUGEOT’s presence at the MotorShow 2025 was all about “The Power of Allure”, a celebration of design excellence, driving pleasure, and next-gen hybrid technology. The stand featured the latest vehicle releases such as the 308, 408, 2008, 3008, and E-Expert, all set within a refined and immersive environment. Above the stand, a custom-built black square rig with integrated LED lighting illuminated a feature ceiling with gold blades and a semi-transparent finish. A standout feature was the perfumery activation, showcasing the “Power of Allure”, a custom scent crafted to reflect the emotion of the PEUGEOT drive. Complimentary samples and tester bottles offered visitors a unique sensory experience with DisplayWise designing the custom counters with glass cloches, lockable storage, and product shelving. Sophisticated, streamlined, and story-driven, this stand brought PEUGEOT’s brand essence to life in a way that was both elegant and memorable.
DEEPAL
DEEPAL delivered a bold statement with a custom stand that fused technology, nature, and human connection derived from the brand core values. With the S07, S05, and E07 models on display and test drive bookings on offer, the experience was designed to position DEEPAL as a leader in electric mobility and innovation. The custom stand featured an immersive LED environment, including a next-gen LED back wall and custom LED cubes and towers, bringing the brand’s message to life through motion and light. These elements were designed to symbolise connection and progress, highlighting DEEPAL’s tech-savvy identity. A trio of towers—LED-lit, blue-tinted mirrored acrylic, and a custom-painted PMS-matched feature—anchored the space with futuristic styling.
GEELY X INVNT
In collaboration with creative agency INVNT, GEELY unveiled the all-new EX5 at the Melbourne MotorShow 2025, inviting attendees to experience the future of driving through cutting-edge design and hands-on engagement. The 120m² stand was designed to balance sleek aesthetics with immersive storytelling. A flush-mounted screen wall showcased dynamic video content, while a custom-built lightbox integrated into the rear counter provided branded moment and functional storage. Additional custom features included silent salesman plinths for product engagement and a test drive activation, complete with a thoughtful giveaway of a scaled model of the EX5. Another crowd favourite was the live coffee demonstration, powered by the EX5’s Vehicle-to-Load (V2L) technology, blending practicality with innovation excellence.
PEUGEOT
PEUGEOT’s presence at the MotorShow 2025 was all about “The Power of Allure”, a celebration of design excellence, driving pleasure, and next-gen hybrid technology. The stand featured the latest vehicle releases such as the 308, 408, 2008, 3008, and E-Expert, all set within a refined and immersive environment. Above the stand, a custom-built black square rig with integrated LED lighting illuminated a feature ceiling with gold blades and a semi-transparent finish. A standout feature was the perfumery activation, showcasing the “Power of Allure”, a custom scent crafted to reflect the emotion of the PEUGEOT drive. Complimentary samples and tester bottles offered visitors a unique sensory experience with DisplayWise designing the custom counters with glass cloches, lockable storage, and product shelving. Sophisticated, streamlined, and story-driven, this stand brought PEUGEOT’s brand essence to life in a way that was both elegant and memorable.
DEEPAL
DEEPAL delivered a bold statement with a custom stand that fused technology, nature, and human connection derived from the brand core values. With the S07, S05, and E07 models on display and test drive bookings on offer, the experience was designed to position DEEPAL as a leader in electric mobility and innovation. The custom stand featured an immersive LED environment, including a next-gen LED back wall and custom LED cubes and towers, bringing the brand’s message to life through motion and light. These elements were designed to symbolise connection and progress, highlighting DEEPAL’s tech-savvy identity. A trio of towers—LED-lit, blue-tinted mirrored acrylic, and a custom-painted PMS-matched feature—anchored the space with futuristic styling.
GEELY X INVT
In collaboration with creative agency INVNT, GEELY unveiled the all-new EX5 at the Melbourne MotorShow 2025, inviting attendees to experience the future of driving through cutting-edge design and hands-on engagement. The 120m² stand was designed to balance sleek aesthetics with immersive storytelling. A flush-mounted screen wall showcased dynamic video content, while a custom-built lightbox integrated into the rear counter provided branded moment and functional storage. Additional custom features included silent salesman plinths for product engagement and a test drive activation, complete with a thoughtful giveaway of a scaled model of the EX5. Another crowd favourite was the live coffee demonstration, powered by the EX5’s Vehicle-to-Load (V2L) technology, blending practicality with innovation excellence.
GWM
With a focus on efficiency and sustainability, the GWM custom stand cleverly re-purposed existing assets while still delivering a premium, experience-driven environment. Anchored by large freestanding lifestyle graphics, the space visually captured the thrill of driving across diverse terrains. Illuminated logo signage and refined lighting ensured each vehicle was showcased at its best, reinforcing GWM’s brand presence. A custom-built service desk and feature wall provided a central hub for test drive bookings and streamlined visitor interaction. Three bespoke ‘Silent Salesmen’ completed the space with integrated QR codes encouraging deeper product exploration.
MG MOTOR AUSTRALIA
MG Motor Australia took centre stage at the Melbourne MotorShow 2025 with a bold, future-focused custom stand. The stand marked the Australian debut of six new models, including the IM5 sedan, IM6 SUV, and the MG S5 EV—a major milestone for MG’s growing presence in premium electric vehicles. The dramatic kabuki curtain drop reveal of the U9 Ute added theatre to the launch moment, capturing media and visitor attention. Anchored by two ground-based 5-metre-wide LED media walls, the custom structure turned a typical right-angle into a dynamic storytelling platform with corner-wrapped LED installations. Above the space featured a striking matt black steel rigging structure which extended the stand’s vertical presence. Translucent printed fabric, internally illuminated MG logos, and hero lightboxes enhanced both visibility and mood, while a claw machine activation added a fun, interactive touch that drew steady crowds throughout the event.
THE RESULT
From concept to completion, DisplayWise delivered seamless end-to-end execution for our automotive clients at the Melbourne MotorShow 2025. With over 1,250m² of custom exhibition space, 7 bespoke stands, and just 36 hours of bump-in, we brought bold creative concepts to life—at scale, under pressure, and with purpose.
With over 25 years experience in the industry and our robust project management processes, this meant we had every detail covered for our clients to ensure their success. From immersive storytelling and interactive activations through to dramatic rigging features and high-tech LED integrations, each stand was a tailored response to their unique brand goals.
“It was clear DisplayWise had the expertise, creativity, and reliability we were looking for. Their track record with premium brands and ability to deliver under tight timelines made them the ideal choice for this project. We were looking for a partner who could not only deliver a high-quality build but also understand the nuances of our brand and translate that into a compelling physical experience.”
TATE INGHAM
MARKETING SPECIALIST – ADVERTISING AND PROMOTIONS, GWM AUSTRALIA & NEW ZEALAND
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