Trade Fair Activation
Lotus Biscoff exhibited at HIP, Spain's leading horeca trade fair, held at IFEMA Madrid from February 16 to 18, 2026. T&T built and ran the stand end to end: decor, POS pieces, a merchandising range and the on-site hospitality team for the three days of the show.
The stand centered on a custom branded prize wheel, an interactive game built to pull visitors in and hand out tastings and merchandise, plus a museum-style display case built to introduce a new product to the trade. POS pieces (doilies, trays, lenticular postcards, branded barista jugs) dressed the counter, and a merchandising range of aprons, tote bags, keyrings, notepads, sunglasses and branded cloths gave visitors something to take home.
Three uniformed hosts staffed the stand across the fair's full opening hours each day. The activation ran smoothly for the length of the show, with visitor interaction driven by the wheel and the tasting counter.