Diesel Technic 65sqm booth - Solutrans Trade Show
Diesel Technic caters to professionals in the heavy-duty, bus, and commercial vehicle spare parts industry—technical buyers who judge a supplier as much by the precision of their catalog as by their sales pitch. Returning to Solutrans, the premier road transport trade show, the brand is once again using a booth concept that has already proven its worth: if it isn't broken, don't fix it.
AUKARÉ
expertise
The challenge for AUKARÉ was to capitalize on a second Solutrans appearance by building on the concept that worked previously rather than starting from scratch. The booth needed to continue positioning the DT Spare Parts brand as a market benchmark, showcasing its spare parts as precision objects rather than just a wall-mounted catalog.
This logic of reuse and capitalization between editions is part of a multi-show strategy : building a proven booth and refining it for each edition rather than rebuilding from the ground up.
What the team has created
AUKARÉ structured the booth around a large-format, black-and-white product wall where clutches, headlights, bearings, and other spare parts are presented like a high-definition technical drawing rather than an inventory list. In contrast, an illustrated midnight-blue banner displays the range of vehicles covered by the brand—trucks, buses, and commercial vehicles—in clear, technical silhouettes. A light wood frame, suspended above the reception area, adds warmth to the booth's otherwise stark, structured white aesthetic and defines the bar area without the need for partitions. A reception desk featuring "Welcome!" and the website URL on the front greets visitors the moment they arrive.
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Architecture & materials
White defines the bulk of the volume, from the partitions to the signage banner, allowing the black-and-white product photography covering the entire technical facade to stand out. A light wood frame, suspended from the ceiling above the bar area, introduces a warm touch to an otherwise clinical environment, marking the separation between the product display zone and the reception area without using walls.
Colors & identity
The midnight blue of the illustrated banner, taken from the DT Spare Parts identity, is the only chromatic break in the booth. It carries the brand promise "Genuine Quality. Durable Trust." and the silhouettes of the vehicles covered by the range. The rest of the booth remains in black, white, and light wood, ensuring that the close-up product photography captures all the attention without color competition.
Technical features
A glass-enclosed niche integrated into the wall displays a sample of small, packaged parts, making the packaging visible and providing reassurance regarding shelf availability. The large-format photographic wall acts as a permanent visual catalog: buyers can identify a part at a glance, without needing a brochure or sales intervention.
Visitor experience & journey
The journey was designed in three stages:
1. Long-distance attraction: the high-mounted "Diesel Technic" sign in gray lettering on a white background, combined with the midnight-blue banner illustrated with vehicles, clearly signals the sector from the aisle, in a hall where competitors often opt for solid blue backgrounds.
2. Invitation to enter: the open reception desk with its "Welcome!" sign and the bar beneath the wooden frame, free of barriers, create a natural stopping point for buyers walking through the transport show aisles.
3. Engagement and conversion: once at the bar, the product wall directly opposite allows the sales team to point to a specific reference during the conversation, turning the exchange into a technical consultation rather than a generic pitch.
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