Sweet brief, approved design, messy execution. The pattern repeats in Jakarta for one reason: timelines are planned backward from show-day without buffer for production reality (Bekasi weather, JIEXPO loading bay, last-minute brand guideline revisions).
This timeline is built from 40+ booth and activation projects we executed in Jakarta. The day counts are conservative, not optimistic.
H-30 to H-21: Design & Approval Phase
- H-30: Brief lock. Briefs still changing after today trigger expensive cascade revisions
- H-28: 3D render v1 delivered. Brand internal review
- H-25: Revision round 1 closed. Technical drawings begin
- H-22: 3D final + BOM (bill of material) signed off. No material spec changes after this
- H-21: PO issued, material orders placed with suppliers
Red flag in this phase: if H-21 is not signed off, timeline has already slipped. Do not push through, stop the clock, discuss reschedule or scope reduction. Forcing past this stage almost always ends with rush fees and quality compromises.
H-20 to H-8: Production Phase
- H-20: Material lands at Bekasi workshop. Material QC (HPL color, acrylic thickness, multiplex grain)
- H-18: CNC cutting starts. CNC Laser for acrylic, CNC Router for multiplex + HPL
- H-14: Mid-production review. Finishing samples sent to brand (matte vs glossy, paint color)
- H-10: Assembly starts. Frame, panel, lighting mount
- H-9: Internal electrical wiring + LED test
- H-8: Finishing pass. Paint touch-up, laminate edging, polishing
Critical buffer at H-14. Brands wanting color revisions or material changes after H-14 must pay rush fees because CNC cuts are done. Educate brand on this in the initial brief so expectations align.
H-7 to H-2: Pre-Delivery
- H-7: Dry fit at workshop. Full assembly, booth layout simulation, photos for brand approval
- H-5: Brand visits workshop (optional but recommended). Last chance tweak before ship
- H-4: Controlled disassembly, per-module packing, crate + label
- H-3: Loading to truck. Coordinate containers with venue (JIEXPO, ICE BSD, JCC)
- H-2: Buffer day. Reserve for traffic, rain, unfinished loading bay paperwork
H-1: Onsite Build-up
Build-up at JIEXPO and ICE BSD is typically allocated 10-16 hours. Onsite sequence: (1) floor marking, (2) frame assembly, (3) panel install, (4) electrical connection, (5) graphics + signage, (6) furniture + dressing, (7) cleaning + final QC. Minimum crew of 4 for a 3x3m booth, scale up from there.
Show Day and H+1
Two crew on standby at venue for emergency touch-ups: dead lights, shifted panels, peeled decals. H+1 is dismantling. Do not underestimate this, without the same discipline as build-up, dismantle often damages modules that would otherwise be reusable for the next event.
Conclusion
This timeline works when both sides comply: brand commits to freeze decisions at milestones, contractor commits to deliver on time with realistic buffer. Brands used to briefing exhibitors 2 weeks before show will always pay more and get lower quality, not because producers are bad, but because production physics is non-negotiable.
