Exhibition stands design for italian trade shows.

The trade show is unquestionably an excellent opportunity to promote your company, networking and establishing new partnerships. In fact, the company booth can be seen as a real showcase, a meeting place where new opportunities can arise besides discussing your products and services. Have you chosen and purchased a space and now you need to bring the entire project to life? Or do you need to renovate the booth used in the previous exhibition? Now comes the phase of developing the new setup and conducting preliminary analysis for booth design.

There are key aspects to consider and delve into, and we will now explore the ones that Misurauno considers most important.

Objectives and strategies

Every initiative and participation in an event has objectives. What are yours?

Increasing visibility and creating contacts are certainly important priorities, but there may be others as well: testing your product, offering a new experience to visitors, presenting a corporate renovation, bringing together multiple brands in a single exhibition space… At the same time, it is necessary to identify the target audience and, if there are multiple target groups, delve into the topic to understand differences and needs.
The exhibition booth should “speak” to these people. Our agency studies all these variables together with the company participating in the fair, defining the actual objectives and the strategy throughout the trade show.

Positioning and customer’s flow

There are various scenarios and types of available spaces, but the positioning of your booth within the fair is a key factor. How can we achieve better visibility?
Let’s consider the flow of people and potential new visitors: the orientation and setup should be geared as much as possible towards the public.
This aspect, along with others, translates into devising booth solutions aimed at increasing brand visibility, encouraging visitor entry, improving the visitor experience, as well as monitoring and tracking visits. Sometimes, when you want to create a new booth, the first instinct is to start drawing, but it is not always the best procedure. For this reason, the design direction at Misurauno takes into account all these aspects from the start, offering its clients the best solutions.

After the preliminary analysis, we would have defined a general framework: the objectives and the strategy to be followed for the upcoming show, the exhibition requirements and guidelines, and all the aspects we consider essential.
The first variables that come into play in the design of trade show booths are the regulations of the fair organization and the type of space purchased: island, open, partially open, or closed. Every trade show offers opportunities and limitations, some of which include maximum wall height and suspensions or upper ceiling closures for safety reasons.

Misurauno assists its clients in space selection and regulatory guidelines. Moving on to the design phase, we will address zoning, booth architecture, product display, and managing the fit out.

Zoning and architecture

Based on the chosen and purchased space, whether it’s an island or an open space on two sides, what are the main aspects to consider?
One of the key aspects is certainly related to the exhibition itself, determining the exhibition areas and what and how much we want to display within the booth. Other considerations may include the need for a larger or smaller storage area and the number of accesses or refreshment points to set up.
Once the overall concept is defined, the design process focuses on organising the spaces and creating an ideal customer flow: one-way or multidirectional path. This is followed by the design of the basic architecture and the development of all the necessary elements for an effective and impactful stand.

Exhibition and communication

Taking step by step in the design of trade show booths, we proceed with defining every aspect, including two fundamental ones: the exhibition of your products/services and corporate communication.
We believe that a typical visitor is someone who looks at many booths, is in a hurry, and is not inclined to linger at each booth. So, how do we grab his/her attention? There are various ways to do so, but generally, our studio’s approach is quite simple: we focus on the exterior first and the interior after.
To delve into it further, our design initially focuses on the external look, aiming to immediately create a strong visual impact and effective communication. Then, we shift our focus to the interior, paying attention to every detail of the brand display, providing visitors with the opportunity to delve deeper and eventually engage with the company.
When we talk about display in booths, we refer to products, services, multimedia supports, and institutional or promotional information, much like entering a showroom!

Setup

The setup of an exhibition booth is a diverse combination of elements that need to be coordinated in relation to the type of exhibition, brand, the desired atmosphere, and the experience to be conveyed.
In booth design, the selection of materials, lighting, suspensions, furnishings, and especially the graphic setup all play a key role.
For our studio, communication, product display, and booth architecture develop seamlessly throughout the entire project. Within the budget constraints, Misurauno defines all these aspects in detail for the company, developing the overall project with 3D visuals and subsequent photorealistic rendering for preview and approval process.
Finally, the project will be submitted to the general contractor for the technical and production-related details requirements.

After the research, development and design phases are completed, all the key aspects of the booth have been established and approved we move into the building phase.
In collaboration with a chosen contractor appointed by the client or a trusted Misurauno parter, all the final details are outlined to proceed with the final approval from the exhibition committee.

Misurauno supports the client throughout the process of building and fitting at the exhibition, creating all the project presentation documentation and necessary technical supports.

Assistance and technical documentation

The provided assistance allows monitoring all the information exchanges, ensuring that the final result is as faithful as possible to the approved draft by the client.
Misurauno develops all the necessary technical documentation for the booth construction: development of executive technical drawings for the structure and equipment, ready to print graphic files, material specifications and reference images for furnishings and lighting.

Production and assembly supervision

During all subsequent phases, it is necessary to monitor the progress of the exhibition booth. Throughout the development, Misurauno’s designers stay in contact with the contractor, overseeing the production of all the elements.
In the two or three days leading up to the fair, the studio also makes itself available to assist with the assembly at the fair, providing technicians with all the necessary information to ensure the correct completion of the booth