Open concepts: More visibility, more success

How are walls changing in modern trade fair construction?
Exhibition stands are becoming more open, more flexible and more sustainable - but that doesn't mean that walls are disappearing. On the contrary: today they take on new, targeted functions. Instead of forming rigid boundaries, they serve as integrative design elements, for visitor guidance, brand staging or product presentation.

Why change in trade fair construction opens up new opportunities

Expectations of trade fair presentations have changed significantly in recent years. Visitors no longer want to enter closed-off boxes; what they want are spaces that combine openness and structure. Walls that are used in a targeted manner, for example as a vehicle for brand messages or for emotional staging, remain essential for trade fair construction. 

There are also ecological considerations: More and more companies are paying attention to the carbon footprint of their trade fair participations. A traditional stand made of many heavy materials, which is often not reused after a trade fair, is less and less in line with the requirements of sustainable business.

More interaction through open designs and flexible room concepts

In the modern trade fair world, it is not only the product that is decisive, but above all how a stand invites visitors to interact. Inviting designs create flowing transitions between brand and visitor. Instead of closed walls, exhibitors use light, transparent materials and modular structures to create spaces that promote visibility and dialog.

Visual barriers are deliberately created using textile banners, plants or flexible frame systems, for example, without visually closing off the space. This makes an exhibition stand appear more inviting and dynamic and offers more opportunities for interaction and experience. Particularly at busy trade fairs, open concepts increase the length of time visitors stay and improve lead generation, as low-threshold conversation starters are possible.

Practical examples: Openness and sustainability in action

 Messeauftritt von ExxonMobil is a successful example of flexible and high-quality design. The use of a modular rental system based on B62 aluminum frames and custom-made metal panels resulted in an elegant, modern stand.
Importantly, the modular design allowed flexible adaptation to different hall layouts worldwide - without having to build a new stand each time. This not only saved ExxonMobil considerable costs, but also reduced emissions thanks to shorter logistics routes and lower material consumption.

PAPSTAR pure: Sustainability made visible with a cardboard stand

• Low weight and easy transportation
  
• Completely recyclable
  
• Flexibly printable and customizable

PAPSTAR street food stand: experience, sustainability and interaction

In another trade fair project, PAPSTAR opted for an open stand concept with a street food truck as the central highlight.
Supported by large-scale textile graphics and an authentic floor design, an atmosphere was created that invited visitors to linger and participate.

Particularly creative: the stand was designed in such a way that the food truck appeared to protrude directly from a large wall graphic. A precise opening in the wall made it possible to actually serve food from the van - a powerful example of how a wall can be integrated into the overall experience in a targeted manner.

The result:
An emotional connection between product, brand and sustainability promise - staged in a modern way, easily accessible and unforgettable for visitors.

Advantages of modular and sustainable trade fair concepts

• Reusability: A modular stand can be flexibly reconfigured and used for different events - saving resources and reducing costs in the long term.
  
• Adaptability: Individual elements can be recombined or updated at any time to respond to trends, new campaigns or different space requirements.
  
• Sustainability: The use of recyclable materials and the reduction of disposable components significantly improve the environmental balance - an increasingly important competitive factor in the trade fair business.
  
• Cost security: Plannable investments through reusable systems enable better budget control over several trade fair years.

Decision-makers at board level in particular appreciate modular concepts, as they offer flexibility and at the same time represent a strategic commitment to sustainable management.

Rethinking trade fair construction: the future belongs to open concepts

The classic, self-contained stand is becoming less relevant - not because walls are superfluous, but because today they have to be part of an interactive, open overall concept. The future belongs to flexible structures that enable openness but also create targeted brand spaces. Companies that implement these principles at an early stage will secure competitive advantages:

• Greater visibility: open stands automatically attract more visitors.
  
• Higher interaction rates: It is easier to start conversations.
  
• Reduced operating costs: modular systems pay for themselves quickly.
  
• Strengthening brand perception: Sustainability becomes credible and tangible.

Take the opportunity to rethink your trade fair presentation:
Rely on open space concepts, modular systems and resource-saving materials and transform your next trade fair appearance into an experience that leaves an impression.

Contact us to find out more.