The exhibition stand as a business living room

Between show effect and proximity - a question of design

Whether loud, bright and spectacular or quiet, open and inviting - exhibition stands can play many roles. Depending on the objective, industry and target group, the right appearance can vary greatly. While tech trade fairs or product launches often focus on attention and the wow effect, in other cases the exact opposite is required: space for trust, dialogue and genuine encounters.

In such cases, it can make sense to think of your own stand not as a stage but as a living room - as a place that creates closeness and welcomes visitors. Strategic hospitality becomes a deliberate design element that suits the brand, the trade fair context and the communication objectives.

Hospitality as a conscious trade fair concept

An inviting atmosphere, a personalised approach and quality of stay - these are not just decorative elements, but strategic decisions. They are particularly effective where...

• complex products need to be explained,
• brands focus on the long term and trust,
• or personal contact is the most important goal.

A well-designed stand with a host mentality can help to ensure that:

• Conversations become longer and more intensive,
• visitors remember better,
• and the brand is perceived as open and approachable.

This is not about cosy corners, but about the question: How do I want to meet my counterpart - distanced or at eye level?

How a stand can become a business living room

1. Interior design with quality of stay

An inviting stand is created through conscious decisions:

• Open architecture instead of barriers
• Warm materials such as wood, textiles or plants
• Light and acoustics that radiate calm instead of sensory overload

2. Small gestures with a big impact

Whether it's water, coffee, electricity for your mobile phone or simply a quiet place to sit: 
Such offers signal appreciation - even if there is no direct sales pitch.

3. Team behaviour with a host mentality

Not pushy, but present. Not sales-orientated, but approachable. 
A team that listens and leaves room for dialogue makes all the difference - especially with products that require explanation or services that require intensive consultation.

Not for every trade fair, but the perfect choice for some

Not every presentation needs a living room atmosphere. Sometimes attention and dynamism are required - especially for launches, fast-moving products or highly visual products. But: where dialogue, trust or customer loyalty are the focus, strategic hospitality can be the right approach.

And the concept can also be integrated well into CI-strong brand presentations: A business living room does not necessarily have to be rustic or cosy - it can also be modern, minimalist or futuristic. The decisive factor is the attitude behind it: Do I want to meet people - or impress them?

Does the ‘living room’ concept match our trade fair presence?

1. Does our brand reflect values such as trust, dialogue and openness?
2. Is our aim at the trade fair to cultivate relationships rather than to make quick sales?
3. Are our visitors looking for dialogue rather than entertainment?
4. Does an inviting, calm atmosphere match our design and CI?
5. Can we organise our stand space in such a way that both show and retreat are possible?

Conclusion: If you want to create proximity, you can also give space for it

An exhibition stand as a business living room is a strong option. It offers the opportunity to create a place of calm, openness and hospitality in the midst of the hustle and bustle of the trade fair. And this can make all the difference - if it suits the brand and the trade fair.

Develop your exhibition living room with us now