At DSEI UK 2025, Tide worked with the Society of Maritime Industries to deliver the SMI Hub—a shared exhibition in the Naval Zone of DSEI that represented a wide cross-section of the UK maritime defence supply chain.

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The SMI Hub needed to operate on various levels simultaneously. It had to:

1. Present SMI as a credible convenor within the defence landscape
2. Give co-exhibiting companies space to engage seriously with stakeholders
3. Function as a cohesive space

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This project required coordination among physical delivery, partner needs, and on-site decision-making.

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The defining challenge was orchestration.

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The SMI Hub brought together multiple organisations, each with its own priorities, audiences, and expectations. Additionally, it was to take place in an environment governed by security protocols and tight schedules.

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The Hub design was structured to make engagement straightforward for visitors and exhibitors, and to reinforce SMI’s position as the organising body.

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To support the SMI Hub’s operations beyond face-to-face conversations, we produced creative assets, such as a printed guidebook that introduced the Hub and provided delegates with a clear reference point during the show. The guidebook also provided exhibitors with a practical asset for follow-up discussions once DSEI concluded.

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Tying all aspects together, Tide captured photography and video to document activity across the Hub and handled live digital output. This ensured participation extended beyond those physically present and enabled co-exhibitors to leverage activity throughout the week.

The SMI Hub operated as a recognisable platform and supported sustained engagement across the 2025 defence exhibition.

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For SMI, the Hub reinforced its role as a coordinator and representative body within the UK maritime defence sector. For participating organisations, it provided a practical environment for visibility and relationship-building without the burden of standalone delivery.

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This event highlights the value of having experienced oversight in live defence environments—where delivery is less about individual moments and more about maintaining control and credibility.

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Our approach ensured the Hub remained operationally sound and commercially relevant across the week, regardless of changing priorities and conditions.