Bringing technical performance and environmental purpose together
Client
Nikwax
Country
United Kingdom
Disciplines
Exhibition Design
Sector
Manufacturing & Industrial
Retail
Founded in 1977, Nikwax is a British manufacturer of specialist cleaning and waterproofing products created to prolong the life and improve the performance of outdoor clothing, footwear and equipment. The company has pioneered water-based treatments, avoided aerosols and built its reputation around high-performance products developed with a deep commitment to environmental responsibility.
The brief
Nikwax asked BakerWilcox to design the exhibition graphics for a major international trade show, creating a clear and coherent visual presence across the full stand. The commission included the large-format hero backdrop, supporting wall panels and product-led messaging used throughout the space.
Baker Wilcox are a pleasure to work with, they deliver excellent quality work and good value for money too. They are like an extension of our marketing team.
Zoe HewittNikwax
The execution
The stand was designed around a strong visual hierarchy, with the large photographic backdrop acting as the principal point of attraction from across the exhibition hall. Its scale, colour and dramatic frozen landscape gave Nikwax an immediate presence, while the headline “More than waterproofing” established the broader story of innovation and environmental performance.
At visitor level, a sequence of narrower panels broke the brand story into focused, digestible messages. Each section highlighted a specific product benefit or sustainability claim, allowing people moving through the stand to engage with the content in stages rather than face a single dense block of information.
The timber construction and natural materials helped soften the technical messaging and connect the environment to the outdoor world in which Nikwax products are used. Product displays, counters and information points were integrated into the same visual system, creating a stand that worked as both a brand showcase and a practical space for conversation, demonstration and sales.
The result was a distinctive and highly functional exhibition environment that communicated Nikwax’s scale, technical expertise and environmental leadership with clarity.
Exhibition design has to work at several distances at once. The hero image needed to stop people from across the hall, while the supporting graphics had to reward closer attention and guide visitors through the Nikwax story. The most successful stands create that journey naturally, turning visual impact into meaningful engagement.
KELLY WILCOX
