Montanari Group × Vasant Creative

Our journey with Montanari Group started in 2022 at iSEE Expo, India’s leading exhibition dedicated to the elevator and escalator industry. Unlike annual exhibitions, iSEE is held once every two years, making every edition particularly significant for companies launching products, strengthening relationships and reinforcing their market presence.

This wasn’t a routine exhibition project. Almost every discussion—from the earliest design concepts to the smallest execution details—was coordinated directly with Montanari Group’s headquarters in Italy. We worked closely with the company’s Head of Marketing and Events through multiple online presentations, design reviews and planning sessions. Several exhibition agencies participated in the pitch process. After multiple rounds of evaluation, Vasant Creative was selected. The project carried another interesting dimension.

At the same exhibition, we were simultaneously designing and executing a 225 sqm exhibition stand for Johnson Lifts, alongside Montanari’s own 225 sqm booth at the Bombay Exhibition Centre, Mumbai Managing two large-scale exhibition projects for two leading brands from the same industry, under the same build schedule, required meticulous planning, disciplined execution and complete confidence in our production capabilities.

Montanari’s products are engineered to extremely high standards. Their exhibition environment needed to reflect that same level of precision. The design centred around a distinctive curved architectural structure that immediately established the booth’s identity from across the exhibition hall.

A carefully balanced combination of fabric, wood and custom Metal elements created a contemporary industrial aesthetic that complemented the engineering character of the brand without overwhelming the products themselves. The colour palette remained clean and unmistakably Montanari—predominantly white, accented with the brand’s signature red and subtle black detailing. One of the defining features of the booth was its product presentation.

The lift machines themselves were the heroes of the space. Custom-engineered display podiums were fabricated to safely support the substantial weight of the machinery while maintaining a refined, premium appearance. Every platform was designed not only for structural strength but also to elevate the products visually, ensuring visitors naturally focused on the engineering rather than the support structure beneath it. A premium café lounge created a welcoming environment for longer business conversations, allowing customers and partners to engage comfortably away from the movement of the exhibition aisles. The result was a stand that balanced engineering with hospitality—a space equally suited for showcasing machinery and building relationships.

The exhibition was a success. More importantly, it marked the beginning of a relationship built on consistency. The Italy team had invested considerable time evaluating potential partners before making their decision.

After seeing the project delivered exactly as planned, that evaluation process no longer had to be repeated. The trust had already been established. What followed over the next few years became the strongest validation of that confidence.

Many exhibition partners repeat the same design with minor variations.Montanari expected something different. Each exhibition demanded its own identity while remaining unmistakably Montanari. For Smart Lift & Mobility World Expo, Bangalore, the visual language shifted completely. Warm timber finishes became the defining material, creating a sophisticated architectural presence through an elegant combination of wood and truss structures. The atmosphere was calmer, more understated and intentionally different from the previous exhibition.

For the following iSEE Expo, the brand evolved once again. This time, the architecture embraced a monochromatic grey palette, creating a contemporary environment that placed even greater emphasis on the engineering precision of the products on display. Most recently, the design evolved again. A sweeping curved platform combined with high-gloss flooring and carefully introduced wooden accents created a refined exhibition environment where every machine appeared as a featured exhibit rather than simply a displayed product.

A premium discussion lounge became the centrepiece for customer meetings, while each machine was positioned with careful consideration so that visitors experienced the products naturally as they moved through the stand. The architecture changed. The materials changed. The colour palettes changed.

What remained constant was the quality of execution and the confidence that every exhibition would be delivered to the same standard. Over time, Vasant Creative became the exhibition partner for every Montanari Group exhibition in India, with booth sizes ranging from 160 sqm to 300 sqm. That relationship has now extended beyond India. Most recently, we designed and executed Montanari Group’s 168 sqm exhibition stand at WEE China, demonstrating that the trust first earned in Mumbai had grown into an international partnership.

For global companies, exhibitions are more than marketing events. They are physical expressions of the brand. Every detail—from architecture and materials to lighting, visitor movement and product presentation—communicates something about the company behind it.

That is why consistency matters. Not consistency in design. Consistency in delivery. Our partnership with Montanari Group demonstrates exactly that. Over four exhibitions in India and now an international exhibition in China, every project introduced a completely new design language while maintaining the same commitment to planning, communication, engineering and execution.

When Montanari first approached Vasant Creative, they were evaluating multiple exhibition agencies for a single project. Today, they no longer need to begin that process every time they exhibit. They already have a partner who understands their brand, their products and the standards they expect—whether the exhibition is in Mumbai, Bangalore or China.

That’s the role Vasant Creative strives to play for every client. Not simply building exhibition stands. Building relationships that continue long after the exhibition closes.