ASCO Foods
IFE 26
Posted by Richard | 08/04/2026
Graphic Mill recently partnered with ASCO Foods to deliver an expansive exhibition stand at IFE 2026, held at Excel London. ASCO Foods is a leading UK distributor of South East and East Asian food and drink products, representing a diverse portfolio of brands including Mogu Mogu, Melona, and Indomie.
Following successful collaborations at previous IFE and National Convenience Show events, this project focused on creating a unified brand presence that allowed individual product lines to shine.
The challenge
ASCO Foods manages a multitude of distinct brands, each with its own visual identity and specific requirements. The primary hurdle was to design a space that felt cohesive as an “umbrella” brand, while providing dedicated areas for various products to compete for attention.
The floor plan needed to accommodate high-volume sampling, secure storage for food preparation, and private meeting spaces, all within a busy exhibition environment.
Our work
The Graphic Mill team designed and built a stand using Aluvision modular frames, which provided a robust and sustainable foundation. The structure was clad in high-quality tension fabric graphics, which were printed, stitched, and pre-built at our facility in Wiltshire to ensure a perfect fit before arriving on-site.
Commanding Rigging
Large perimeter ceiling banners wrapped in fabric graphics were suspended above the stand. Integrated lighting ensured the ASCO Foods logo was visible from across the hall, acting as a beacon for visitors.
Central Tower and AV
A large central tower served as the anchor of the stand. We integrated a video wall using Hi-LED tiles to play high-impact marketing content. The interior of the tower provided a functional back-of-house area for food preparation and storage, accessible via lockable doors on both sides.
Strategic Sampling
L-shaped sampling counters were positioned on each corner of the stand to maximise footfall. These were customised to meet the needs of specific brands, including integrated freezers for Melona ice lollies and chillers for Mogu Mogu drinks.
Bespoke Display Furniture
We provided freestanding lightboxes with custom wooden surrounds. These featured integrated shelving for product displays and served a dual purpose by creating a sense of privacy for the central meeting areas.
Accessibility and Infrastructure
A raised sub-floor was installed to hide complex cable routing, finished with a ramped edge around the entire perimeter to ensure easy access for all visitors.
Sustainability through Reuse
Many elements of this design are scheduled for reuse at the National Convenience Show in Birmingham this April. By storing the modular Aluvision frames and graphics at our secure facility between events, we provide a sustainable and cost-effective solution for clients with multiple shows in their calendar. This approach reduces waste and ensures brand consistency across different venues.
Call out for the teams at Graphic Mill
That was a whirlwind couple of weeks, falling from IFE straight into NCS… but WOW – the energy, the engagement, the interest in all the brands, the new product launches and wonderful feedback received – these are what make it all worth while.
The result
The stand successfully balanced the high-energy vibe of a South East Asian street food market with the professional requirements of a trade show. The combination of bright down-lighting, vibrant graphics, and integrated digital content created an inviting atmosphere that drew in consistent crowds.
The sampling stations remained busy throughout the event, effectively introducing ASCO Foods’ latest product launches to the UK retail and foodservice sectors. We look forward to working with ASCO Foods again!
Ready to get started?
A free consultation with our team will give you a clear roadmap of costs, timelines, and fresh design ideas guaranteed to make your brand the main attraction.
Ready to start? Book a meeting with our exhibition specialists, Miles 📅 or Ben 📅 at a time that works for you.
Prefer to talk now? Call us on +44 (0)800 4647974 or email us at hello@graphicmill.co.uk
