Go Affiliates had secured a brilliant island position right at the front of the hall at iGB L!VE. But how do you stand out in a world of giant screens, oversized production and some serious presence. Trying to compete by simply going bigger wasn't the answer. Instead, the brief took inspiration from the warmth and character of Soho House - creating somewhere comfortable, social and meeting-led that people would genuinely want to spend time in. Then came another challenge. The stand needed to represent three individual brands under the Go Affiliates umbrella, each with its own logo, colour palette and visual identity.

Rather than trying to replicate the look of a members' club too literally, we focused on capturing what makes those environments work: warmth, comfort, character and an incredible attention to detail. This was the base of our concept. The more muted tones of the original inspiration quickly competed with the vibrant identities of the three brands, so the architecture became our way of bringing everything together. We washed the entire booth in one confident blue, creating a consistent backdrop that allowed each brand to have its own moment without overwhelming the overall design. Faux panelling introduced depth and character, while the hanging banner carried the same blue treatment overhead, creating cohesion from floor level right through to height. Consistency in the architecture gave us the freedom to add personality everywhere else, taking a different approach that challenged our team to think differently about how we curated the space, with the details leading the way.

Spatial planning was particularly important on this project. The island stand was divided into distinct areas, including three key seating zones, a focal bar and multiple activation spaces, but clear sight lines were maintained throughout. From every approach, the booth remained open and welcoming while still giving each area its own purpose. The furniture was deliberately varied, with different pieces, shapes and finishes creating the collected feel of a modern members’ club - polished and considered, without feeling overly coordinated. And then arguably the driving force within this booth, the detail. Branded cushions, bespoke sculptures, considered staging and music all contributed to the experience. Behind the focal bar, tailored glassware added another small layer of sophistication in an exhibition environment where plastic cups are the norm. Even the activations were treated as part of the interior. A tournament screen positioned at the front of the stand was framed into the design rather than simply mounted onto the wall, allowing the digital content to feel intentional within the wider aesthetic. And because this was still Go Affiliates at iGB L!VE, a giant Connect 4 brought just the right amount of playfulness into the mix. Surrounded by screens competing for attention, the finished space offered a very different kind of draw.

With teams spread across Malta, the United States and the UK, keeping everyone connected to the project was an important part of the process. Key elements of the stand were pre-built with our production partners ahead of the show, giving our team the opportunity to review the details before dispatch while allowing us to send imagery directly to the client as everything came together. By the time the doors opened, their focus could be exactly where it needed to be: on their meetings, clients and conversations. We took care of the rest.

The finished Go Affiliates space brought together three very different brand identities within one cohesive exhibition design, delivered the members' club influence behind the original brief and gave the team a stand built around how they actually wanted to use it. It was colourful without becoming chaotic, sophisticated without feeling too serious and packed with detail without compromising the openness of the space. And most importantly, the Go Affiliates team loved the result.