When you step into the Steel Blue stand, it feels as if you’re walking into a sleek, industrial workshop. The robust multiplex pillars, with visible row drillings and steel pins, give you the sense that you’re standing right in the middle of their everyday workspace.

The steel-look frame with bold logos overhead completes the picture: this is a brand that gets things done. At the back of the bar, “The Wall” immediately draws attention: a display of Steel Blue work boots presented in a smooth colour gradient.

New is the additional floor above the stand. This is where Steel Blue welcomes their relations in a calm setting, away from the bustle of the trade show floor. A space for in-depth conversations, product demos and short meetings, with a direct view of everything happening below.

This way, the stand becomes not just a workshop to experience the brand, but also a highly functional space designed for serious trade show results.