Rockwool UK at NMBS
& the Fire Safety Event
The Client
Rockwool UK is a leading manufacturer of stone wool insulation products. It’s part of the global Rockwool Group, which has operations across more than 35 countries.
With one UK factory and over 500 employees, Rockwool UK has spent decades championing sustainable building solutions. Its insulation products tackle some of the most pressing challenges in modern construction, from fire and water resistance to noise control and energy efficiency.
Guided by values of integrity, innovation and responsibility, Rockwool UK is committed to helping its customers reduce their carbon footprints and create sustainable infrastructure.
The Project
Our Client Services Director, Chris, led this project.
Rockwool UK is a longstanding EI client, and we’ve worked with it on several projects over the years. Events play a large part in its marketing strategy, and it exhibits at several shows each year.
For this project, Rockwool tasked us with creating two new bespoke exhibition stands to showcase its sound insulation solutions at NMBS in Coventry, and its fire-proofing solutions at the Fire Safety Show in Birmingham.
NMBS is the UK’s leading exhibition for builders, timber, roofing, hardware, plumbing, heating, plastics and engineering & industrial merchants. And the Fire Safety Event is an independent trade show dedicated to supporting the UK’s fire and safety industry.
For both events, we helped Rockwool UK take a different approach to previous years by making its products the hero of its stands.
The Solution
For both events, we put Rockwool’s products front and centre.
At NMBS, we moved away from its more traditional ‘trade counter and product displays’ approach of previous years. Instead, we designed a stand inspired by the volcanic rock that goes into Rockwool’s products, with illuminated lava running across the floor to draw visitors towards a custom-built sound tunnel at the rear of the stand. Built using Rockwool’s sound insulation solution, the tunnel featured a decibel reader that demonstrated the product’s noise-reducing properties in real time.
At the Fire Safety Event, we created an open stand with a clean, branded back wall in Rockwool’s corporate colours. An interactive touchscreen shaped like a smartphone let visitors explore its new FirePro® Detail Designer app, while a bespoke branded counter at the front housed a second touchscreen for browsing product information and corporate video content.
The Impact
The two stands gave Rockwool UK a stronger, more confident presence at both events than it had achieved in previous years. Making its products the hero of each stand gave Rockwool’s team a natural platform for conversations with visitors, rather than waiting for people to browse.
The sound tunnel at NMBS created genuine curiosity, drawing delegates in and letting the product speak for itself. At the Fire Safety Event, the interactive elements gave the team an immersive way to walk prospects through the FirePro® range and generate interest in its new Training Academy, turning casual interest into focused, productive discussions.
Together, the two stands helped to reinforce Rockwool UK’s reputation as an innovator in its field.
Testimonial
“We’ve worked with Exhibit Interactive for several years, and this project reminded us why we keep coming back. Chris and the team took the time to understand what we were trying to achieve at each event and gave us ideas that genuinely pushed our thinking. The volcano concept for NMBS was something we’d never have arrived at ourselves, but it was exactly right for the audience.
“The build quality on both stands was excellent, and the on-site support meant our team could focus on talking to visitors rather than worrying about the logistics. We gave them two very different briefs for two very different stands, and they delivered both brilliantly. We’re already looking forward to our next collaboration.”
Davene Goulbourne
Marketing Executive, Rockwool UK