Adaptable exhibition stand

Used seven times so far, this custom-built yet adaptable exhibition stand design offers a mix of familiarity, consistency in messaging and understated elegance that stands the test of time.

Background

Every year, Sage attends a number of key industry shows to promote their cloud-based software products. The shows are aimed at similar professional demographics and there is already a degree of familiarity with the Sage brand in the work environment, as well as in the exhibitions circuit.

Challenge

We have delivered multiple exhibition stands for Sage over the years. This time the brief was to adapt an existing custom-built stand (designed for a 6m x 6m plot) for three other shows: the CIPD Annual Conference and Exhibition (ACE) (with a 7m x 6m plot available), Festival of Work (5m x 7m plot) and HR Technologies (4m x 8m).

This approach is only usually applied to modular configurations, so modifying an existing custom stand design not only offers a cost-effective solution – this is also testament to Sage’s sustainability credentials and the company’s focus on offering a distinctive and consistent brand presence at industry gatherings.

Solution

With a custom build but reconfigurable in modules, we had already used elements of this adaptable exhibition stand in five other configurations. The three new design combinations for CIPD ACE, Festival of Work and HR Technologies continue to offer an understated and sophisticated look that stands the test of time.

For each combination of the different modular elements, we interpreted the physical space available and the different plot sizes, repositioning or excluding some of the components previously used.

The original design and the three new configurations all feature two free-standing double demo stations which can be easily repositioned depending on the plot space available.

Other common elements are a double-sided hanging banner and a Sage logo that help add prominence to the stand in a busy exhibition hall. A black wood effect on walls and a large LED screen playing animations tailored to each show are also present in all configurations, as is a central shelving unit for merchandise promoting a curated selection of Sage clients’ products.

Focusing on differences between the original design and the adaptable exhibition stand, the 7m x 6m configuration for CIPD ACE has lost the side wall, leaving an open space that maximises the position of the plot in the hall. The slatted ceiling remains in place and has been mirrored on the side to create a wall feature.

Above and below, the 7m x 6m stand for CIPD ACE

The design configurations for Festival of Work and HR Technologies, below, are the most pared back versions. For both shows the slatted ceiling and wall have gone, and the reception desk is closer to the edge of the stand (flush with the edge in the case of HR Technologies).

Stand for Festival of Work above

HR Technologies stand below

Despite including fewer structural elements, the Festival of Work and HR Technologies versions of the adaptable exhibition stand were also a success, with the LED screen playing animations on loop and the merchandise shelving unit attracting the curiosity of delegates.

Paying attention to every detail, we also tailored the type of refreshment that would be served from the welcome counters, depending on what time of year each show took place: in the winter the welcoming aroma of freshly-baked warm cookies attracted delegates to the stand; in summer, flavoured snow cones, smoothies and ice-creams took over to make an overall success of every different configuration.