The Virgin Money London Marathon Expo is a free to attend, public exhibition aimed at the 40,000 marathon runners, held at ExCel London in the three days before the London marathon. The event hosts all-major athletic brands as well as a multitude of other exhibitors showcasing relevant merchandise such as the latest GPS devices, headbands, Adidas souvenir clothing and also technical clothing.
ExCel exhibition halls are vast and very plain spaces, with very high ceilings and open areas. With such high footfall it is important to ensure the space is well branded and instantly recognizable. It is also necessary to create zones and ensure that everyone knows where they are going!