Exhibitions and pop-ups

An exhibition stand first needs a name or logo that is visible from a distance, a short message about what you offer and an open, obvious way in. Product displays, screens and brochures come after that, once people have decided to step closer.

A shell scheme stand is a basic booth the organiser provides, with walls, a name board and often lighting, which you dress with your own graphics. A space-only stand is an empty floor plot where you bring your own structure, so it gives more freedom but needs more planning.

A pop-up shop sells directly and usually stays open longer than a single event, so its signage has to work from the street or the mall corridor, show what is sold and guide people to the products inside. A stand is mainly for meeting visitors and starting conversations.

A fabric backdrop or a pair of roll-up banners with a branded counter usually works best on a small stand. They pack small, stand without fixings to the venue walls and keep the floor open for visitors. Hanging signs and tall structures matter more on larger stands.

You need the stand size and position, the height limit, the open sides, setup and dismantling times, the power points and the venue's rules for fixings and materials. Most of this is in the organiser's technical manual, so ask for it early.

Design each panel at its real size or at exact scale, keep important text above the area hidden by people and furniture, and leave margins where frames and seams fall. Use vector artwork for logos and full-resolution photos, and follow the printer's bleed and colour requirements.

The main factors are the stand size and height, the printed area and materials, built elements such as counters or walls, lighting and power, transport and storage, and how many events the stand will serve. The cost is easier to discuss once the stand plan is known.

Exhibition elements can be reused when they are planned for it. Modular frames, fabric backdrops and roll-up bases can be assembled again at the next event with new graphics, as long as they are packed carefully and stored dry. Panels in standard sizes make reuse easier.

Exhibition stands follow the venue's technical rules on height, fixings and fire-rated materials, and some venues ask for material certificates. A pop-up shop in a mall follows the mall's rules, while one on the street may need the municipality's approval. Check these before production.

That depends on who visits the event. A common approach is to lead with the brand name and one main language and add a short line in a second language for other visitors. Keep each language in its own clear block, because mixed lines are hard to read from a distance.

Plan your own lighting for the name and the main wall, because hall lighting is often uneven and can be dim at the back of a stand. Matte materials avoid glare from spotlights, and a lightbox or backlit fabric keeps the name readable when the hall is dark or the event runs into the evening.

You describe the event, the stand size and what visitors should understand about you. The venue's stand plan and technical manual help the conversation if you have them. Together you then discuss which displays and graphics fit and agree on the next steps.