SHERA joined Archidex 2010 at Kuala Lumpur Malaysia on 1-4 July 2010. This year, the booth was designed to focus on "environmentally friendly" aspects of the product and create a wider variety of brands than other manufacturers in the country. There was focus on 'finishing', which made the product look very similar to natural wood under the “Wild Wild West” theme. Shera created a booth with a Cowboy Town style to emphasize the capability of fiber cement products. SHERA introduced new products and solutions such as SHERA window&door frames, SHERA infillwall, and SHERA ply, to support the demand of structural and decorative work.

Keeping with the concept of the environment, the SHERA Group has also emphasized the concept of "Green InnoTegration" (Green Innovation and Integration) which aims to develop innovative, ‘green’ building solutions that are less damaging to the environment than traditional buildings.  SHERA has used the experience of developing their fiber cement product and applied this to create designs that supporting both internal and external constructions scenarios.  In addition, SHERA's booth also added a certain color to the event, courtesy of the team, who were dressed in cowboy uniforms and the country music that was hugely entertaining for the guests. This unique approach created as much interest and variety to the booth as the products themselves!