Record attendance at IceBike*
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For IceBike 2025*, Tecna partnered with Madison to create a truly standout multi-brand event across two world-class velodrome venues (the National Cycling Centre in Manchester and Lee Valley Velodrome in London) all from a single, seamlessly transitioned build kit.
This was an immersive, high-energy retail and product demonstration experience built to make a lasting impression. With 800 invited guests, 50 product displays, and two distinct venues, the challenge was ambitious: dismantle, transport 200 miles, and reassemble everything within just two days, ensuring each exhibitor had standout presence at both shows.
Designs balanced an industrial aesthetic with retail precision, featuring integrated shelving, slat walls, and point-of-sale displays for a shop-floor feel, while dramatic lighting and engaging activations turned browsing into interaction. Highlights like Shimano’s magnetic rotating shoe displays and Gtechniq’s ceramic coating demos created memorable visitors moments that elevated the experience beyond a typical layout.
Tecna managed complex logistics, on-site adjustments, and tight schedules with confidence; running ahead of plan and resolving last-minute venue challenges with speed and professionalism.
The result? Record attendance and overwhelmingly positive feedback from Madison and brand partners alike, a testament to what precision planning, creative design, and collaborative delivery can achieve.