The challenge: two velodromes, one seamless execution
Delivering iceBike* wasn’t just about building an exhibition – it was about building an experience. And then doing it twice, within a single week. iceBike* North took place at the National Cycling Centre in Manchester, home to Team GB, where the build schedule had to work around live training sessions.
The space itself was vast, with a main show area measuring 40m x 38m, set within the track’s centre court. iceBike* South at Lee Valley Velodrome in London brought a different set of challenges. A slightly smaller footprint and a much longer delivery route meant
tighter logistics.
With just two days between shows, the entire kit had to be dismantled, transported 200 miles, and reassembled seamlessly, while ensuring every brand had the same standout presence at both venues.
Design & experience: industrial edge meets retail precision
Madison’s vision was bold: a high-impact, multi-brand showcase where storytelling and product engagement were at the forefront. Every stand needed its own distinct identity while still sitting within a cohesive, industrial-themed environment.
Clean lines, polished finishes, and layered textures came together to create a space that was both functional and visually striking. Retail was a core focus, with integrated shelving, slat walls, and point-of-sale displays bringing a shopfloor feel to the event. A full presentation stage, complete with PA system and venue-wide tannoy integration, ensured key brand moments reached every visitor.
Neon lighting added punch and drama, while standout activations, such as Shimano’s magnetic rotating shoe displays and Gtechniq’s dirt-repelling ceramic coating demo, turned passive browsing into interactive experiences.
Some moments were built to be truly unforgettable. HUMP’s blackout room created a striking contrast to the open show floor, allowing visitors to experience hi-vis clothing in a real-world setting. These were the details that transformed iceBike* from a standard trade show into a high-energy brand showcase.
Precision in execution: managing complexity with confidence
The logistics behind iceBike* were intense. With so many moving parts, brand managers, venues, suppliers, and last-minute adjustments, flawless execution was the only option.
Collaboration with Madison was key. Rather than juggling conversations with each individual brand, Tecna worked through a centralised point of contact, streamlining decision-making and keeping momentum high. The operations schedule was built around a worst-case scenario approach, ensuring every possible delay was accounted for. In the end, the team consistently ran ahead of schedule, delivering both builds faster than anticipated.
That preparation paid off when unexpected challenges arose. In Manchester, additional tables were needed for the bar area’s lunch service, so Tecna sourced and delivered them the same day. In London, a wireless receiver was required to integrate fully with the venue’s tannoy system. Again, the right solution was found and implemented immediately. Every issue was met with speed, efficiency, and a focus on keeping the event running without disruption.
