In this series, features and series developer Heather Nicholls takes you behind the scenes of some of the most compelling brand activations and events.
In this edition, we meet Rapier Group, the agency behind the Swift Stand at Sibos 2025.
The Brief:
Rapiergroup were tasked with designing and delivering Swift’s flagship exhibition stand at Sibos 2025, forming the heart of the event and its primary networking space.
The brief was clear yet complex. The stand needed to be instantly recognisable and reflective of Swift’s evolving global brand, while supporting a high volume of meetings, presentations and networking activity. At the same time, the environment had to remain calm, intuitive and welcoming for delegates.
With Sibos continuing to grow in scale, welcoming over 12,500 delegates from 168 countries, the challenge extended beyond design. Rapiergroup needed to create a space that could operate as the central experience of the exhibition, supporting both business outcomes and delegate engagement at peak demand.
The Execution
Rapiergroup approached the stand as both a functional infrastructure and a carefully considered experience, combining creative design with operational precision.
The 1,500 sqm stand was designed to support multiple uses simultaneously, including formal meetings, theatre presentations, hospitality and informal networking. A clear and intuitive layout ensured smooth delegate flow, reducing congestion and allowing visitors to navigate the space with ease.
To counterbalance the intensity of the exhibition environment, the design introduced a nature-inspired aesthetic. Natural materials, textures and greenery were used to soften the space and create a sense of calm, encouraging longer dwell time and more meaningful interactions.
Rapiergroup delivered the stand as part of a wider end-to-end role at Sibos, overseeing creative, design and operational delivery across multiple event touchpoints. This integrated approach ensured the Swift stand functioned seamlessly within the wider exhibition, acting as a central connector for the overall delegate experience.
Sustainability was embedded throughout, with a circular design approach guiding decisions. This included the use of rental systems, locally sourced materials and reusable components, alongside a clear focus on reducing waste and minimising environmental impact without compromising on creativity or quality.
The Results:
The Swift stand became the focal point of Sibos 2025, consistently busy throughout the event and supporting both high-value business interactions and broader delegate engagement.
The space successfully hosted hundreds of meetings, welcomed thousands of attendees to its presentation theatres and maintained a strong level of activity across all four days of the event.
Crucially, the stand achieved a balance that is often difficult at this scale. It delivered high capacity and operational efficiency while maintaining a calm, human-centred experience. It combined strong brand presence with genuine opportunities for connection and conversation.
The result was a high-performing environment that enhanced the overall Sibos experience for delegates, exhibitors and Swift alike.
Trends and learnings
A clear trend is the shift towards human-first exhibition design. Rather than focusing purely on brand or content, successful spaces are designed around how people move, interact and engage within them.
At Sibos, this meant prioritising navigation, comfort and clarity. The stand was designed to reduce friction and support a wide range of interaction types, from private meetings to informal conversations and live content.
Another important trend is the need for flexibility. Large-scale exhibition environments must now accommodate multiple formats simultaneously, requiring spaces that can adapt to different uses without losing coherence or quality.
Sustainability continues to play an increasingly central role. The use of circular design principles not only reduces impact but also drives more efficient and creative solutions.
Finally, long-term partnership proved critical. Working closely with Swift over multiple years enabled Rapiergroup to continuously evolve the stand, anticipate challenges and deliver consistent improvements to both the user experience and overall performance of the space.
