Biesse Custom Display

Apple Rock Case Study

Custom Rental Design, Branding, A/V Integration

Biesse Custom Island Rental Display Case Study


Apple Rock integrated Biesse branding, machinery, technology and software demos into an eye-catching and sales-generating trade show display rental for the 2016 IWF (International Woodworking Fair).

We feel safe when working with Apple Rock. They designed and built innovative display booth solutions to maintain our high-end technology image.
-Raphael Prati, Biesse Corporate & Communications Director


  1. High-end branding and AV experiential trade show display booth
  2. Practical and attractive meeting and social space with storage
  3. Seamless integration of large scale industrial machinery and software demos

About Biesse North America

Biesse manufactures a complete range of machines for wood and advanced materials. Since 1969, Biesse has designed, manufactured and marketed a comprehensive range of technologies and solutions for joiners and large furniture, windows, doors and wood building components manufacturers.

The Challenges

Biesse sells high end technology and desired a custom island rental booth display to maintain and foster its well-earned reputation and image as a producer of top-of-the-line woodworking machinery and software. Featured at the 2016 IWF (International Woodworking Fair) in Atlanta, the large multi-use display needed to draw in visitors with a sophisticated branded environment while integrating 17,000 square feet of industrial machinery demos, reception desk, meeting space, storage, touchscreens and large scale AV components. 

The Solution

Apple Rock worked directly with Biesse to design the biggest booth they have ever used, an impressive 40’ by 60’ island display that incorporated the clean and elegant Biesse branding with a huge LED video wall, custom lighting package, built-in industrial scale machinery, software demonstrations, touchscreen technology, storage area, meeting space and more. This Apple Rock fabricated display was a combination rental/purchase to provide the most flexibility and cost savings for current and future trade show and event purposes. 

Biesse Custom Rental Exhibit Features:
  • 40’ x 60’ x 16’ Custom Island Rental Display
  • 3D logo with LED lighting
  • Over 25 machines, industrial robots, integrated systems and software modules on demo
  • Large 16’ x 8’ "floating" seamless LED wall 
  • Software demo areas with 10x20 matrix backwall, custom counters and LED TV’s
  • Carpeted elevated platform with kiosk demo touchscreens
  • Enclosed Work and Hospitality Area
  • Storage Areas
  • Bar/coffee counter with cafe seating
  • Reception-style desk area with underlighting and downlighting


Biesse reported 18 million dollars of signed orders received in the 4 days of IWF 2016. The Apple Rock display booth strengthened and highlighted the brand while providing the framework for Biesse to showcase its world-class machinery and technology. The private, enclosed meeting area allowed the staff to foster leads and close sales. 17,000 square feet of machinery displays intermingled with the cafe-style social area, seated demo stations with touchscreens, large LED video wall, meeting space and overall branded aesthetics garnered substantial lead generation, demographic info collection and overall event ROI. 

"The partnership we have built with Apple Rock has been so important because we can match the quality of our display booth to the quality of our machines." - Raphael Prati, Biesse Corporate & Communications Director

Contact Apple Rock for a free one-hour consultation to discuss your business goals and upcoming events.