10 Types of exhibition spaces

Before you think about the stand concept, you must first know what the basic requirements are: How large is your stand? Where is it located? What possibilities does this offer? So you first have to choose the size of the stand you need. Important key data is usually provided by the trade fair organisers. Typically, in addition to the infrastructure, the trade fair organiser determines the layout of the exhibition grounds and halls as well as the industry and product sectors. But which stand area should be chosen? What are the differences? And what effects do different stand areas have on the stand concept, the stand design and the expected visitor frequency?

A distinction must be made between row stands, corner stands, head stands and block stands. Each variant has its own special features that need to be taken into account:

Row stand: 3 sides closed

• a. short side open. This is the most ungrateful of all stand spaces. The small stand edge to the aisle increases the risk of being overlooked and makes it difficult to create an attractive zone for contact with your visitors.
• b. long side open. Typical for larger row stands in particular. Although you have more room for manoeuvre than with variant A, a good division into zones is nevertheless very challenging.

Corner stand:

A preferred stand type. The two open sides offer more design options than a row stand, the location on two hall aisles increases the potential visitor frequency. The orientation is virtually predetermined and the division into zones is relatively simple. 

Front stand:

Three sides open with three hall aisles. Although a high visitor frequency is possible, this variant is challenging for the stand team as three quarters of the stand area is freely accessible from the aisle. Good planning and a clean division into zones are prerequisites for this stand to function.

 Block stand or Island stand:

All four sides open. This variant places high demands both on the division into zones and on the team. Often one side is closed to allow alignment. Alternatively, the infrastructure zone can be found in the middle.

 If you do not have a very small stand (under 12 sqm) or a very large one (over 200 sqm), a corner stand or a front stand is the better choice for you - as for the majority of exhibitors. They almost always cost a little more, but as a countervalue you get a much better perceptibility and more scope for design - and thus a much better chance of generating numerous trade fair contacts. So if your budget allows it, you should avoid a row stand.

 In addition to the stand type, you should also think about the position in the hall. Identify the streams of visitors in the hall. If you already know the fair as an exhibitor, this is relatively easy because you can draw on your own experience and observation. If you are a first-time exhibitor, take a look at the site plan and hall layout and consider where the entrances to the exhibition grounds are, where the connecting corridors between the halls are and where the major exhibitors are within the hall. These are the routes that will attract the largest numbers of visitors. Try to get a place close to the main streams you have identified. Avoid dead corners of the hall and cul-de-sacs, into which as a rule only a few visitors get lost.

 Tip: It is also helpful to inspect the hall before you start planning in order to find out whether it is well positioned in the hall. The organisers usually provide you with active support during this phase.

 Especially in the case of large leading trade fairs, early booking of the desired stand space pays off. In practice, early booking is usually the only way to ensure that your wishes are taken into account in terms of location and neighbouring companies. In the case of heavily booked trade fairs, there may also be no free choice at all: The trade fair organiser allocates the space or gives you few options to choose from. In principle, however, trade fair organisers always try to meet the wishes of the exhibitors. In the case of subsequent events, exhibitors usually receive the familiar stand space and should insist on it if they were satisfied with it at the previous event. This is because returning visitors in particular will appreciate it when they do not have to search for their exhibitor at every trade fair, but can always find him in the same hall and at the same place.

 Whatever stand type you chose or get. We wish you all the best for your successfull participations.

Anna-Katharina Esche & Lars Lockemann

You can find out more about stand areas and types as well as additional checklists and working aids in the book "Managing trade fairs professionally", which you can buy here (https://amzn.to/2FS621J). ( Manual or e-book)