For booth sizes above 20 sqm, every booth becomes a tailor‑made solution that reflects the specific needs of the participating unit. This includes defining the objective of the participation, understanding the target audience, and planning all functional requirements such as meeting rooms, hospitality areas, product or material displays, digital content zones, and any planned activities. Layouts for the stand should prioritize a seamless flow between an Orientation zone to a Presentation or Functional Zone to an efficient Conversation- Infrastructure or Private meeting Zone.
These stands are always developed alongside a professional booth constructor to address specific business cases. We can align on the selection of the booth builder. While we work with a contractor for Europe, we can collaborate with local booth builders when appropriate, ensuring compliance with our guidelines worldwide.
Individual solutions need to be prepared in full alignment with our Design & Concept guidelines.
To guarantee design quality, brand coherence, and smooth project timing, please contact the Group Communications - Trade Shows, Exhibitions and Events team, located in Germany, Hanau at the earliest possible stage. Early planning is critical to account for booth location, size, and high-impact highlights. Our team will guide you through the process, ensure compliance with the guidelines, and support you in developing a booth concept.
Layout & visitor flow
- Design an open, accessible floor plan that avoids physical barriers at the entrance.
- Place the infrastructure zone (meeting rooms and storage) at the rear to keep the orientation and presentation zones clear for traffic.
- Use vertical slat walls to create semi-private "pockets" for conversation without closing off the space.
The attention-flow
- Position high-impact main visual and messages on outer walls or at the inner center of the booth to catch the eye from across the hall (Orientation zone).
- Place interactive elements and detailed information in the center of the booth to transition visitors from "attracted" to "engaged" (Presentation zone).
- Dedicate the interior meeting tables and private rooms for in-depth business discussions (Conversation zone).
Asset development & information balance
- Main Visual: Use a singular, simple campaign headline paired with a large, clean visual.
- In-Depth Info: Complex graphics should be displayed on digital screens or as clean, rounded-corner wall panels.
- Conversation starters: Use brochures and tablet-based content for technical details, allowing the booth walls to remain clean and professional.
