Why Exhibit:
People do business with people. My boss said that to me back in 1995 when I started in the trade show industry. I’ve heard that sentiment a thousand times since then, and I still think it holds true. I think it’s one of the main reasons that we continue to see the industry be successful, and why I take my job designing the spaces for that business to happen very seriously.
How the Design Starts:
There are a lot of things that should be taken into consideration when beginning work on a successful project. Knowing where your client fits within their industry, and their goals for each show (keeping in mind that a good chunk of their competition is likely in the same hall!) are key elements to designing for where they are now, and where they are looking to go. What do they need to support achieving those goals in the space (conferencing, workstations, presentation space)? Understanding their budget for not just the build, but for each show’s operating costs are essential. To me, once you have this information in hand, the design problem, no matter what those parameters, is to translate all of that into a physical extension of the client’s brand in that booth space.
Bringing It to Life:
Designing brand experiences in a physical space is certainly not new. Starbucks and Apple have been doing it for years (at some point, I think every exhibit designer has had a client refer to an Apple Store when asked what inspires them). On the show floor, just like walking into an Apple Store, there should be no question whose space you are walking into. From the shape of the structure, the color palette, the fonts, the furniture, down to the flooring, it should all work in concert to create a cohesive environment that reflects who that company is, how they see themselves, how they present themselves to the world.
There is seldom an excess of space in any trade show booth, but in the spirit of creating a good experience, it’s important to make sure that there is as much room for people to interact as possible. Fewer, more purposeful elements that allow for good traffic flow in and out of the exhibit, comfortable meeting spaces, elbow room around demo spaces, leg room in presentation seating areas, these all make for an easier, more comfortable situation for both staffer and attendee.
Making It Real:
Once that exhibit design has been figured out conceptually, how does that translate into the client’s whole program? Is it an island space that will go out twice a year, and break down into three inline spaces as well? Is it an inline that will expand to a once-a-year island with the use of rental inventory? How do we make sure that that our brand experience translates seamlessly so that the client provides the same experience, regardless of the show or the size of the booth space?
Keeping It Real:
The exhibit provides the physical space for business to happen. Add that to an exhibitor who has defined their goals, done their pre-show work and followed through on the show floor, and you have the makings of not just a great brand experience for the attendee, but a great show for the company who has invested in it.
— Barbara Herbert, Design Director, Grapevine Visual Concepts