When Recon Event Consulting needed a complete tradeshow infrastructure for the Icelandair Mid-Atlantic Travel Trade Show in Reykjavik, the brief was clear: fast to build, visually premium, and designed from the outset for long-term reuse. The answer was the T3 modular system – and the result was a double-sided illuminated exhibition environment built entirely without tools, delivered under demanding event timelines, and already confirmed for redeployment at the 2027 edition.
The Icelandair Mid-Atlantic Travel Trade Show brings together global airlines, destination marketing organisations, tour operators and hospitality brands from across Europe and North America – a high-profile international travel trade environment where visual consistency and professional finish are non-negotiable. Recon Event Consulting required a system that could serve multiple exhibitors simultaneously across a large floor, with 360° brand visibility and the ability to build and break down with minimal labour.
T3 Systems delivered the entire build using the T3 modular aluminium framework combined with a custom lightbox profile system – creating premium double-sided illuminated booths with SEG fabric graphics produced by BIGimage, Sweden. Simple T3 dividing walls with double joiners provided clean separation between exhibitors while maintaining an open, welcoming layout across the floor. CNC-cut 3D polystyrene branding elements from the T3D Letters & Logos range were integrated throughout – adding depth and improving wayfinding across the tradeshow environment.
The entire installation was assembled using T3’s patented Twist & Lock system – no tools, no specialist contractors. Pre-engineered modular components and quick-lock assembly dramatically reduced installation time and on-site labour, making this one of the most efficient large-scale tradeshow builds of its kind.
“The double-sided illuminated lightbox approach delivered 360° brand visibility for every exhibitor – maximum graphic brightness with a clean, frameless premium finish throughout,” said Philippe Van Ameyde, Managing Director of Tecna Display Ltd. “But the story here is really about what happens after the show. Rather than building a temporary structure that gets discarded, the entire system was designed for full reusability – dismantled, stored, and ready for redeployment in 2027. The modular nature of the T3 system means the structure can be reconfigured, refreshed and expanded without replacing core components. That is what sustainable event infrastructure actually looks like in practice.”
Following the success of the 2025 build, T3 Systems has secured the contract for Icelandair Mid-Atlantic 2027. Long lifecycle aluminium profiles, replaceable SEG fabric graphics and flat-packed logistics significantly reduce environmental impact across event cycles – with the same system protecting the client’s long-term investment while delivering a fresh, high-impact environment at each edition.
T3 Display Systems (Tecna Display Ltd) is the original inventor, patent holder and sole manufacturer of the T3 Twist & Lock modular display system – founded in 1981 by Jonathan Evitt. The company holds 30+ granted patents across Europe, the USA and China, has delivered 25,000+ displays across 40+ countries, and holds two Queen’s Awards for Enterprise – Innovation and International Trade.
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Author: Beth Hancock
Beth Hancock is a Media and Events Sales Consultant at Event Industry News where she helps event industry brands amplify their presence through targeted advertising, marketing, and media opportunities. Passionate about connecting suppliers, venues, and innovators with organisers and decision-makers across the global events sector
