Dylan Retif is CEO of event and exhibition space specialists DisplayWise, which countered the COVID-19 crisis by pivoting to design, manufacture and launch a pop up desk product in under a week.

For almost 20 years, we have created bespoke exhibition stands, experiential spaces and retail displays for leading brands nationwide. Coronavirus had a rapid, dramatic effect on our business in the space of a few days. We had one call to say a major show had been cancelled and it snowballed – other shows, other venues, retailers shutting almost overnight. Following a great start to the year, our industry effectively closed, so we had to think quickly about what we could do next.

With strong skills in industrial design, a full manufacturing facility and a team of people ready and willing to work, we knew we could use our resources and diversify. We met on a Monday 23 March to consider our response to a changing market where everyone was working or studying from home and decided on quality flat-pack desks that would be affordable and easy to assemble. We designed, engineered and tested our product within days and by the Thursday night of that week, we were online with a whole new brand. It was quite an achievement.

Pop Up Desks by DisplayWise launched on March 26. Australian-made from MDF with laminate finishes in seven colours, they come in various sizes and take under two minutes to assemble.

This pivot created positive energy in a time that would otherwise be extremely challenging. It hasn’t made up for all the revenue we lost from cancelled events and closures, but the desks have given us the ability to keep going until the market turns again. We’ll add to the range and they will certainly endure beyond COVID-19.

We are confident we’ll be back making creative displays soon, but we have developed another great brand that is here for the long term.

Dylan Retif
Chief Executive Officer
DisplayWise