Exhibition proposal · by Direct Group
Mutakamela Insurance

Exhibition stand proposal — Event 1 · RFP response

Small footprint. Complete presence.

Three ready-to-build directions for the Mutakamela stand at the Healthcare Architecture & Medical Equipment Exhibition — every one of them portable, fully reusable, and true to the brand book.

13–15 September · KSU, Riyadh 6 m × 3 m × 2.40 m 18 m² open-sided space Brief budget window: 30–50K SAR
See the three options Go to pricing
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The brief, as we read it

Every line of the brief, answered.

Event 1 asks for discipline: a low-cost, portable build that protects the budget for the InGate flagship. Here is each requirement — and how this proposal covers it.

Ready-made & portable — Option A, preferred

Pop-up walls, flexible fabric banners and roll-ups that pack flat and are 100% reusable at future niche events.

All three options are built on the same reusable pop-up core.

No ceiling, minimal raw material

If custom, the brief allows only an ultra-low-cost open perimeter — no roof, no heavy carpentry.

Every option is roofless and open on three sides.

Essential furniture only

One compact branded counter or podium, and minimal seating — two bar stools.

Counter with internal storage + 2 stools, in all options.

Complete graphic adaptation

Layout, typesetting and adaptation of Mutakamela branding onto every banner and frame — by the agency.

Artwork, typesetting and print-ready files are inside every price.

BTL items within the cap

Basic below-the-line collateral, print-ready digital templates or simple giveaways — inside the overall budget.

Templates included; the premium gift kit is priced separately by quantity.

A hard ceiling: 30–50K SAR, all-inclusive

The threshold covers everything — structure, logistics, printing and asset delivery. No hidden lines.

Option 1 sits inside the ceiling; Options 2 & 3 are clearly-priced upgrades.

Priced the way the brief scores it.

The RFP weighs cost optimisation at 40% — so the baseline option is engineered to win that score, and the upgrades stay optional.

Commercial cost optimisation & value40%
Creative concept & attraction idea30%
Structural quality & premium aesthetics15%
Turnkey capability & execution15%

The floor

Six by three, planned to the centimetre.

One backwall carries the brand; the floor stays open so visitors walk in from three sides without a single obstacle. Tap the plan or the legend to explore each zone.

MUTAKAMELA — POP-UP BACKWALL 6.0 m 6.00 m 3.00 m H = 2.40 m

Open on three sides. The structure occupies the back line only — about 13 m² stay free for movement and conversation.

Pop-up backwall — 6.0 × 2.4 mHigh-resolution printed polyester fabric; the one big brand surface.
Reception counterBranded front face, storage shelf inside, welcome point at the centre.
Two visitor stoolsModern bar seating for guests and short meetings inside the stand.
Overhead LED spots × 5Directed arms washing the backwall and counter with even light.
Platform edge glowRaised floor with a continuous LED line — the attraction from across the hall.
Open circulationNo walls, no doors: visitors enter from the front and both sides.

Three directions

One brief. Three ways to build it.

All three share the same reusable, brief-compliant core. What changes is how far the brand steps forward — and the number next to it.

Option 1 — perspective view A Option 1 — perspective view B Option 1 — front view Option 1 — counter close-up Option 1 — top view
Option 1 · The Essential 50,000SAR All-inclusive · excluding VAT
✓ Within the 30–50K ceiling ✓ Option A build — pop-up ✓ 100% reusable

Everything the brief calls for, and nothing that inflates the number. A straight fabric backwall carries the brand at full width, the platform's light line does the attracting, and the whole stand packs flat for the next event.

What's included
  • Pop-up fabric backwall 6.0 × 2.40 m — high-res polyester print
  • Raised platform 18 m² with continuous LED edge glow
  • Reception counter — printed face, internal storage
  • 2 visitor bar stools, matching corporate branding
  • 5 overhead LED spotlights on arms
  • Full artwork adaptation + BTL print-ready templates
  • Transport, installation, on-site supervision & dismantling
Option 2 — sculpted wall concept
Option 2 · The Sculpted Wall 60,000SAR All-inclusive · excluding VAT
↑ Upgrade: +10,000 over Option 1 ✓ Reusable core kept

The same compliant core — with the backwall turned into a sculpted brand piece. The Mutakamela device appears in physical relief, a free-standing totem greets visitors at the edge, and the counter lights up. More depth, more photo-stops, same footprint.

Adds over Option 1
  • Sculpted backwall with layered brand-device panels in relief
  • Free-standing brand-device totem with printed message
  • Illuminated counter with edge-lit logo face
  • Printed floor graphics guiding visitors in
  • Accent lighting tuned to the wall relief
Option 3 — guided journey concept
Option 3 · The Guided Journey 65,000SAR All-inclusive · excluding VAT
↑ Upgrade: +15,000 over Option 1 ✓ Reusable core kept

Built to guide a conversation, not just a look. A feature wall stages the brand device in three layers, a slim totem walks visitors through the four insurance lines — motor, home, business, personal accident — and a curved standee delivers the welcome message.

Adds over Option 1
  • Feature wall with three-layer brand device & texture print
  • Product-lines totem — 4 insurance lines with icons
  • Curved welcome standee with headline message
  • Backlit counter face + greenery styling
  • Value-message wall icons (coverage · service · peace of mind)

Side by side

What each number buys.

BTL · giveaways

The gift kit, priced by quantity.

Mutakamela branded gift items — bag, box, notebook, pen, mug, bottle, lanyard, USB, power bank

A full branded kit, produced to the same guidelines as the stand. Simple print-ready templates are already covered inside every option; the physical kit below is quoted separately, because unit prices depend on the quantities you confirm.

Tote bag Gift box Notebook Pen Mug Thermal bottle Lanyard USB card Power bank Brochure

Roughly how many sets?

Gift items are priced separately, on quantity — the unit price drops as volume rises. Confirm the quantities and item mix, and a same-day itemised quote is added to this proposal.

Commercial summary

Clear numbers, nothing hidden.

Each figure is turnkey: design adaptation, production, printing, transport, installation, supervision and dismantling — exactly as the brief demands fees to be embedded.

Baseline Option 1 · within ceiling

The Essential

50,000SAR

Full compliance with the brief's preferred Option A — inside the 30–50K window.

Option 2 · upgrade path

The Sculpted Wall

60,000SAR

+10,000 for a sculpted brand wall, device totem, lit counter and floor graphics.

Option 3 · upgrade path

The Guided Journey

65,000SAR

+15,000 for the layered feature wall, product-lines totem and welcome standee.

All prices exclude VAT (15%).
Turnkey scope: structure, printing, logistics, installation, dismantling — no added fees.
Gift items are quoted separately, based on confirmed quantities.
The pop-up core is a purchase, not a rental — Mutakamela reuses it at future niche events.
Confirm optionsame day: artwork starts
Design sign-offclient approval on artwork
Productionprint + build + QC
Installationone day before opening
Show days13–15 September
Dismantlesame night · packed for reuse