The Cologne Exhibition Center is one of the largest and most diverse exhibition venues in Europe. For many companies, it is the ideal place to present products, win new customers, and strengthen existing contacts. But for a trade fair appearance to be truly successful, it takes more than just a pretty stand. It's about concept, design, technology, organization, and, last but not least, the people who embody your brand on site.
As an experienced trade fair construction company, we have been supporting exhibitors from a wide range of industries at the Cologne trade fair for many years. Not only have we built countless exhibition stands, we have also seen how varied customer requirements can be and which solutions really work.
In this article, we would like to show you in a practical way what is important for a successful trade fair appearance in Cologne, what opportunities and challenges you can expect, and how we can work with you to design a booth that inspires visitors and clearly conveys your message.
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The Cologne Exhibition Center is home to many important industry events: from Zukunft Personal to ISM to the International Hardware Fair. Every trade fair attracts a specialist audience from Germany and all over Europe, giving it enormous reach. But the sheer size of the trade fair poses a challenge: how do you stand out from the crowd?
This is where the right stand planning comes into play. To get noticed, it is crucial to design a trade fair stand in Cologne that attracts attention, invites visitors to linger, and clearly conveys your brand message. This can only be achieved if the concept, design, technology, and logistics are perfectly coordinated.
Every customer has different goals at the trade fair, be it acquiring new customers, maintaining existing customers, or presenting a new brand identity. We would like to show you a few examples that illustrate how we have achieved these goals together.
The Dutch company Lepaya presented innovative training solutions at Zukunft Personal. We developed a custom design for the 36 m² exhibition stand that combined sustainability and interactivity.
The LED video wall was particularly important here, as it attracted visitors' attention to the products. At the same time, we integrated plants and reusable materials to create a pleasant, organic atmosphere. The result: a booth that impresses both from a distance and in detail, inviting visitors to linger.
Tip for you: A trade fair booth should make your brand visible from a distance while offering details that motivate visitors to stay.
Lepaya at Zukunft Personal in Cologne
Carat GmbH, a leader in kitchen planning software, used IMM Cologne 2020 to hold intensive discussions with existing customers and acquire new ones. Particularly noteworthy was the use of LED video walls and a central IT table.
The LED walls not only served as eye-catchers, but also enabled the presentation of complex content directly at the booth. The IT table functioned as a gathering point where interested parties could test the software themselves. This turned the booth into an active experience that promoted interaction and increased visitor engagement.
Tip for you: Technology and interaction are crucial for presenting complex services or products in an understandable and attractive way.
The trade fair stand for IBIS Bakery Products at ISM in Cologne showed how a new brand image can be effectively implemented. Under the motto “A fantastic journey,” themes such as hot air balloons and individual product presentation were used to attract visitors' attention.
The combination of unusual eye-catchers, such as floating balloons, and a warm, cozy atmosphere was particularly impressive. Visitors were guided through the stand in a targeted manner and were able to experience the products in a new, emotional way.
Tip for you: Creative eye-catchers combined with clear visitor guidance create lasting impressions.
Modular exhibition stand construction can also have a big impact. For Hansefit, we created a 37.5 m² corner stand with a centrally positioned LED video wall. The coffee bar and various seating options invited visitors to linger, while the simple design provided clarity and structure.
A particular challenge was working with the neighboring booth, which needed access to a water connection. With a quick consultation and a specially constructed floor platform, we were able to solve the problem quickly—a good example of how flexibility and experience contribute to a smooth trade fair appearance.
Tip for you: A modular, flexible booth allows you to respond professionally to unexpected challenges on site.
Based on our experience, we have identified a number of key points that will make your trade fair appearance in Cologne particularly successful:
You may be asking yourself: Why WWM GmbH & Co. KG? Quite simply: We combine years of experience at the trade fair in Cologne with a deep understanding of our customers' individual goals. Whether it's complex LED technology, modular exhibition stands, or creative eye-catchers, we accompany you from the initial idea to implementation and ensure that your appearance is professional, smooth, and successful.
Our projects show that, whether it's small stand areas or large areas of over 180 square meters, we find solutions that inspire visitors and clearly convey your brand message.
If you are planning to attend the Cologne Trade Fair or another trade fair, please feel free to contact us. We will advise you without obligation, show you examples from our projects, and work with you to develop a booth concept that will inspire your visitors.
Take the next step: Your successful trade fair appearance in Cologne starts here—with WWM GmbH & Co. KG at your side.
Melanie Arbter : Friday, 24. October 2025
Imagine: you enter the exhibition hall, surrounded by hundreds of stands and thousands of trade visitors. How do you make sure that your company...
Maxima Matara : Friday, 29. November 2024
In recent years, trade fairs have evolved from mere platforms for product presentations to important touchpoints for brand-building experiences....
Maxima Matara : Friday, 11. April 2025
In today's trade fair world, it's not just about presenting products or services - it's about standing out. At trade fairs, visitors are surrounded...
Mike Linzenich