The state of affairs
Exhibit Design as a Condensed Form of Corporate Identity: This is what an exhibit can be when it is specifically designed to serve as a vehicle for the company’s image.
Stand construction Corporate identity in condensed form: This is what a stand presentation can be if it is specifically designed as an image carrier. Of course, it is possible to achieve an independent trade fair presence by equipping classic rental stand walls. However, this is usually only possible to a limited extent because the external form is predetermined. The scope for action is often limited exclusively to the design of these framework conditions, which quickly leads to arbitrariness and interchangeability. The spatial restrictions mean that the presentation lacks individuality, which can hardly be compensated for by any amount of creativity in the design of the stand space and its "display". The question of budget is therefore preceded by a discussion of the objectives to be achieved with a stand presentation: Is it purely about product presentation, or should a corporate and brand identity also be conveyed? Is the focus on short-term sales success or sustainable image cultivation? The two are not mutually exclusive, but ideally reinforce each other.
A question of styleWith a combined objective, a trade fair appearance becomes a living corporate and brand identity: the stand architecture stages the corporate design three-dimensionally, the stand personnel represent the corporate behavior in their behavior, the placed messages and communication elements form the corporate communications. And it all comes together to create a well-rounded platform for the product experience.
These fundamental decisions about the trade fair presentation have a direct impact on the style of stand construction. Partitions stand in contrast to stand construction systems or even conventional stand construction in the workshop. Most exhibition stands are composed of prefabricated elements. Due to the variety of support systems, variations and accessories, individual design is possible. For a completely free structural design that allows you to play with materials and lines, you may need to work with specialized craftsmen.
There is a general trend in stand construction towards the use of textiles, foil plotting and mobile and modular lightweight construction, which give the stand a (budget-friendly) lightness. The area in which a stand is to be used must be defined carefully and at an early stage. The same applies to the objective - whether the stand is to be designed as an indoor or outdoor solution or for both. It is important to ask whether the stand is to be produced for POS use or integrated into a trade or public exhibition or a regional trade show. It should also be defined at the design stage whether the stand will be used as a mobile road show, for a multi-day use at a trade fair or as a permanent exhibition. It should also be clarified whether a stand-alone solution or an island stand (freely positioned stand that can be designed on all sides) or a row stand is to be designed and developed.
This is all the more important because a trade fair appearance is usually not a one-off event. The materials should therefore be selected for modular multiple use so that they can be adapted to the different locations and stand areas.
Creating spaces and zonesFurther questions arise when it comes to the layout of a trade fair presentation. For example, which zones the trade fair concept envisages. It is then necessary to check whether meeting zones, audio/video areas, lounge/bistro areas (with kitchen), exhibition/presentation areas (with storage), show areas, etc. make sense. The location must also be examined in terms of the infrastructure required for the trade fair presentation - i.e. whether water, electricity, communication connections, lighting, sound systems, furniture, etc. are available in sufficient quantities. The stand design should also make optimum use of three-dimensionality and include visitor guidance within the stand.
It's the message that countsAt the end of the day, however, stand construction also depends on how the space comes alive, how it affects visitors so that they take positive impressions home with them. Without an event and a good encounter, the best trade fair stand remains a shell without content. So is what there is to say and show exciting enough to get it across to the target group? Are we able to present our messages in an exciting and convincing way? In addition to the stand design, the stand personnel and company employees on the stands must be motivated and competent. And they must know how to inspire visitors.
Röné Bringold, co-owner of D-SIGN Bringold & Cueni, Biel-Benken.
A question of styleWith a combined objective, a trade fair appearance becomes a living corporate and brand identity: the stand architecture stages the corporate design three-dimensionally, the stand personnel represent the corporate behavior in their behavior, the placed messages and communication elements form the corporate communications. And it all comes together to create a well-rounded platform for the product experience.
These fundamental decisions about the trade fair presentation have a direct impact on the style of stand construction. Partitions stand in contrast to stand construction systems or even conventional stand construction in the workshop. Most exhibition stands are composed of prefabricated elements. Due to the variety of support systems, variations and accessories, individual design is possible. For a completely free structural design that allows you to play with materials and lines, you may need to work with specialized craftsmen.
There is a general trend in stand construction towards the use of textiles, foil plotting and mobile and modular lightweight construction, which give the stand a (budget-friendly) lightness. The area in which a stand is to be used must be defined carefully and at an early stage. The same applies to the objective - whether the stand is to be designed as an indoor or outdoor solution or for both. It is important to ask whether the stand is to be produced for POS use or integrated into a trade or public exhibition or a regional trade show. It should also be defined at the design stage whether the stand will be used as a mobile road show, for a multi-day use at a trade fair or as a permanent exhibition. It should also be clarified whether a stand-alone solution or an island stand (freely positioned stand that can be designed on all sides) or a row stand is to be designed and developed.
This is all the more important because a trade fair appearance is usually not a one-off event. The materials should therefore be selected for modular multiple use so that they can be adapted to the different locations and stand areas.
Creating spaces and zonesFurther questions arise when it comes to the layout of a trade fair presentation. For example, which zones the trade fair concept envisages. It is then necessary to check whether meeting zones, audio/video areas, lounge/bistro areas (with kitchen), exhibition/presentation areas (with storage), show areas, etc. make sense. The location must also be examined in terms of the infrastructure required for the trade fair presentation - i.e. whether water, electricity, communication connections, lighting, sound systems, furniture, etc. are available in sufficient quantities. The stand design should also make optimum use of three-dimensionality and include visitor guidance within the stand.
It's the message that countsAt the end of the day, however, stand construction also depends on how the space comes alive, how it affects visitors so that they take positive impressions home with them. Without an event and a good encounter, the best trade fair stand remains a shell without content. So is what there is to say and show exciting enough to get it across to the target group? Are we able to present our messages in an exciting and convincing way? In addition to the stand design, the stand personnel and company employees on the stands must be motivated and competent. And they must know how to inspire visitors.
Röné Bringold, co-owner of D-SIGN Bringold & Cueni, Biel-Benken.
