Do You Know The Time And Place For Custom Exhibition Stands?
More to the point, do you know where?
Custom exhibition stands work very well in a pretty well defined set of parameters. Come outside of those parameters and you are asking for trouble.
A custom stand is big, it’s unwieldy and it’s a mission to put it up and take it down. So, it costs a lot more than a simple shell scheme stand.
Financially, then, the time and place for a custom exhibition stand is, if you have the money. Geographically, the place for such exhibition stands is in the middle of the main exhibition hall, where everyone can see your handiwork in all its shiny glory.
Normally, trade shows and fairs have a kind of arena space in the centre, where the biggest exhibitors put their custom stands. This part of the show works like a sort of theme park for the industry, full of impressive structures and whizz-bang effects. The rest of the halls are more conventional shell scheme stands, arranged in rows like the streets in a souk.
What’s the point? Unless you are in that free space in the middle of the main hall, these exhibition stands are not for you.
What is for you is the secret to all good stand design. From custom to shell scheme, there’s a key factor that beats at the heart of every installation – the personality of the business, the character of the brand. Whatever it is, in other words, that makes a client’s business a viable proposition within his or her industry sector.
So, when you set out to build exhibition stands or shell scheme stands, the first question you ask is this: Who are you and what do you do?
In other words – describe your brand to me, give me a rundown of its purpose in life. It’s key selling point. It’s reason for being.
Custom stands for exhibition mean you can really go to town on getting brand across in three dimensions. With shell scheme stands you are restricted to graphic design and the pragmatic arrangement of a rectangular inner space. But with custom stands, you can use the space itself to generate an idea of the key brand attributes outlined by the client.
For example, if you build a custom stand for a company that build off road vehicles, then you could mock up some rocky terrain, some wooded terrain, even desert and have the vehicles on show in dramatic looking surroundings. You could use wood effect signs to emphasise the whole “great outdoors” thing. And you could have multimedia presentations going all over the place showcasing the vehicles in their various elements.
The three dimensionality of such a stand gives you a canvas with almost no limitations. Really you are only limited by the size of the client’s pitch, the size of the client’s budget and the personality of the brand. For example, a high level scientific research company wants a stand that looks futuristic and responsible, while a sporting goods manufacturer may want something more visceral.
Summary
Custom exhibition stands give a three dimensional canvas to play with.
