Agency Spotlight: 4D Design

This article is brought to you in association with Macroart

Agency Spotlight, the latest addition to the Event Industry News site, profiles the top of the pyramid, the design and creativity behind brand activations, experiences, exhibition USPs and the greater live event model.

Sponsored by print specialist Macroart, these pages will profile agencies of all sizes, looking at how and why they started, with what ambition, key projects, relationships with the supply chain and a whole lot more besides.

If your agency has a fitting story to tell, get in touch: 

Agency: 4D Design
Formed: 1994
Annual Events: 11-50
Staff: 11 employees
Offices: 1

Mantra: The 4D mantra is built around authenticity. We design amazing stands that help you grow your business. 4D takes pride in providing original solutions (not just pretty pictures) designing spaces that cater to your target audience, delivering a return on your investment as well as a truly touching experience for your brand community.


The agency was founded by Owner, Pete Allen, following a couple of roles at other marketing/design agencies. Pete felt as though exhibitions and events should be offering clients more and as a result decided to try and walk the walk, as they say.

Founder: Pete Allen

Pete Allen, founder and owner of 4D design, is a design specialist and confessed speed and adrenaline junkie. Pete fell in love with the events industry due to the variety and speed of projects. Not to mention the challenges and the ever-changing landscape that embraces new ideas, technology and innovative thinking.

Suzanne Malhotra, 4D Director, is a creative strategist with the personal mantra of always digging deeper to be the best version of herself. Suzanne has more than 25 years’ experience as a sales and marketing professional specialising in live events, event tech, digital campaigns and exhibitions. Her passion lies with intelligent strategies and pushing creative boundaries.

Key services and sectors served:

4D Design’s key services include the design and delivery of exhibition stands and live events. With the aim of always taking clients’ exhibition or events presence and effectiveness to the next level.The agency works with companies from varying sectors such as IT, Telecoms and Aviation to name a few.

Case Study: Coriant at Mobile World Congress 2018

The agency works with ambitious companies seeking rapid growth through the means of exhibitions and events. A key example of this is the show strategy and experience 4D designed for Coriant at Mobile World Congress 2018. Coriant’s aims were to disrupt existing brand perceptions, engage with existing and potential clients and to present the Coriant solutions led proposition to the industry. 5 months prior to the show the company was at the beginning of an entire shift in their positioning. There were no brand guidelines and no clear brief, except a theme of “The Sound of Disruption”, an idea to disrupt the industry and their perception within it. Disruption is exactly what 4D delivered for Coriant at Mobile World Congress, this being credited with an FMBE gold award win for stand effectiveness and the company being acquired.

What the future holds:

Infinite possibilities. The agency is always looking at ways that further value can be added to event and exhibition delivery. 4D’s objective is always to support clients with the ‘why’ – meaning it is a core value at the agency to look beyond the big event or show presence and visualise how all-important brand messages can be delivered to who matters most to the brands we work with.

This Agency Spotlight is sponsored by Macroart

Macroart challenges the assumptions about a ‘typical print company’. With a fair bit of cool kit to turn clients’ visions into reality, Macroart’s enthusiastic, committed and talented team delivers some of the most complex print projects in live events, retail and interiors.

Adam is the co-founder and editor of Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.