Creating a bespoke exhibition design is one of the most important parts of ensuring a successful exhibition. When you are in such close proximity to direct competitors you need a really unique, well thought out stand to ensure you are the one clients remember. At Envisage all of our exhibition stands are bespoke. With each new project, we always take the time to get to know our client, their objectives and their brand. This is key to our philosophy and the way we work, and key to our success. Here we outline how we create a bespoke concept every time.
Understanding the event objectives
Having a clear set of objectives is key to many aspects of any exhibition plan. It is equally as important when considering the bespoke exhibition design. Some clients may wish to meet with current customers at an exhibition. In this case, it is important for there to be an easily accessible and welcoming seating or meeting area within the stand. Some clients may wish to build brand awareness. To achieve this objective, it is key that the stand has some experiential features. Creating a brand experience using the senses will ensure the customers leave with an overall “feel” for the brand.
When creating a bespoke exhibition design, these objectives can dictate the unique aspects of the stand. They can also be used to develop a basic plan for the layout of the stand.
Understanding the brand
Our design process always starts with the brand. That’s how we’re able to create an engaging brand experience for each and every client we work alongside. Using the brand colour pallet, themes and ideas, and applying this to all 5 senses, we create an all-encompassing brand experience.
Understanding the customer
Who are the core customers? What kind of people will be attending the event? Carefully considering your target audience is key to any bespoke exhibition design. If you know that your customers will be using laptops or mobile phones throughout the day you could embed charging points into your hospitality area. If your target audiences are very socially connected, then using a twitter wall could encourage tweets about your stand. If clients will be using phones often consider various methods of data capture.
Consideration of stand location
A mistake many exhibitors make is not considering where their stand is located when creating their exhibition stand design. The location of a stand within any exhibition is key to its design. The flow of traffic, proximity to entrance/exit/toilets/food outlets can all have an impact on the way your stand should look. If you are tucked away in a quiet corner, then having a stand which is very open and inviting can help to combat any losses you may get from being slightly hidden. You should make the most use of the stands perimeter and aim to guide people into the space. If you have a very large, busy, central location then using boxed in areas for meetings could help to combat noise. It may also be beneficial to have a central refreshments area encourages people onto the stand.
Attending a show prior to exhibiting is a key to understanding the venue and flow. Always try to attend a show at least once before planning your stand as there may be things which cannot be seen from a plan.
Considering new innovations
Creating something that is truly bespoke means always innovating and applying new ideas and technologies. This can be as simple as applying something to a stand that is normally applied elsewhere. For example, having a musician playing a live instrument within the stand. Or it can mean being at the forefront of new technological developments. Creating a new augmented reality game for your stand. Either way new ideas are important for the bespoke element of the stand design.
Understanding who will be manning the stand and where your man power will be located must be considered within the design stages. If the plan is to have 1 person manning the stand then it should be relatively open planned. The whole area should be easily visible for that one person so they don’t miss an opportunity to talk to a passer-by. If the plan is to have 10 sales people meeting with clients, then a number of small ‘break out’ rooms would help to encourage one to one conversations.
New technology is always something we consider right from the planning stages of an exhibition. What kind of technology is appropriate and where would it be most effective? Do we want big projection walls with videos running or would tablets for data capture be more suited? These are all things that need to be considered in the exhibition design planning stages. They also link back to your objectives and target audience.
Planning a bespoke exhibition design is no easy task. At Envisage we have over 40 years of experience in designing, building and managing exhibition stands. This is why so many top brands choose us to create a brand experience for them. For more information or for a design brief please contact us at firstname.lastname@example.org
Author: Chanel Serena Morales: Marketing Coordinator