Dooncastle’s stand is built around a boat and real fishing gear, which is a strong idea and a static one. What it cannot show is the part of the story that happens at sea.
DSD put a screen into the build so the boat, the gear and the footage sit together. The physical stand does provenance; the screen does the working day. A buyer gets both in the same glance.
Practical benefit for a food producer: the screen can carry certifications, sourcing and product range without covering the stand in text.