On 6 and 7 September 2026, Colruyt Group welcomed its retail partners to its annual retail fair, held at PAM Expo for the first time. way2events organised the entire corporate event: from fitting out the empty halls to creating an exhibition floor with around forty suppliers, inspiration zones, bars and an evening programme with entertainment.
In just four build-up days, the new exhibition hall became a warm and welcoming place to meet. For two days, it was all about new products, flavours, conversations and connections.
The brief
Colruyt asked way2events to create a fair where partners and suppliers could meet in a relaxed setting, and where visitors would feel comfortable staying a little longer. There was also a considerable logistical challenge behind it. Dozens of stands with fresh and chilled products, suppliers handling their own set-up and two full event days all had to fit together properly, without visitors noticing any of it.
Our approach: building the exhibition floor
way2events started the build-up on Tuesday 1 September. At that point, PAM Expo was still completely blank. Step by step, the space was fitted out, with the technical infrastructure and refrigeration taking priority. With so many fresh products involved, that had to be right from the start.
From there, the space began to take shape. Large lighting structures, exhibition walls and stand construction defined the floor. Within that layout, we created several places where people could stop and spend some time:
• an inspiration zone and inspiration bar as a focal point
• a wine bar with matching furniture
• a large tree as a central feature
• standing tables and lounge areas for informal conversations
• a reception and networking area with new carpet
Friday was supplier day. In two carefully planned waves, around forty brands moved into their stands, from Mondelez and Barilla to local cheese producers and bakeries. Stagehands supervised loading and unloading so every stand was ready on time. Waste management was also organised in advance, with separate containers for PMD, paper and residual waste.
Two days of retail fair
On Sunday 6 September, the doors opened at 11 a.m. The parking team was ready outside, while the hostesses welcomed guests inside. Visitors could head straight onto the exhibition floor to taste products, meet suppliers and discover what was new.
After the fair closed, the evening programme began. A quiz brought the partners together in a slightly different way, before DJ Zev closed the evening on the main stage. Entertainers, dancers and aerial artists appeared throughout the event, while a photographer and videographer captured everything.
Monday 7 September marked the second and final day of the fair. At 6 p.m., the doors closed and this edition came to an end. Visitors received a goodie bag on their way home.
Six days of organisation behind two event days
For six days, from the first delivery to the final container, everything followed the way2events run sheet. By Tuesday 8 September, PAM Expo was empty again: furniture, refrigeration and exhibition walls had been collected, and the halls were ready for their next user. More than 400 visitors attended each day. way2events took care of the concept and run sheet, coordination of build-up and breakdown, stand construction, lighting and sound, refrigeration, decoration and furniture, supplier planning, stagehands, hostesses, entertainment, photography and video, and waste management.
Two busy days on the exhibition floor, backed by six days of preparation, coordination and follow-up. That was what it took to make the fair run the way it did.
Dare to be bold.
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