Adaptable exhibition stand design

The stand also needed to support Sage’s sustainability ambitions by reducing unnecessary rebuilds and making better use of its exhibition investment. By creating one adaptable design instead of several unrelated stands, Sage could strengthen brand recognition, simplify delivery and establish a recognisable presence wherever it exhibited.

Inspired by the idea of flow, the stand combines sweeping curved structures, warm timber finishes and extensive live planting to create an environment that feels open, welcoming and noticeably different from neighbouring exhibitors. Visitors move naturally between different areas of the stand without encountering enclosed spaces or defined routes, creating a relaxed experience from the moment they arrive.

A large illuminated entrance arch establishes an immediate focal point while framing the stand from multiple approaches. Above, a suspended circular banner provides visibility across the exhibition hall, while the vertical timber slats, integrated planting and carefully considered lighting create a softer, more natural setting that reflects Sage’s sustainability ambitions as well as its technology offering.

Together, these elements establish a distinctive visual language that remains consistent regardless of how the stand is configured.

Every area of the stand was created to support a different type of visitor interaction.

The demo theatre hosted scheduled presentations using silent-headset technology, allowing software demonstrations to take place without adding to the surrounding exhibition noise. Nearby, dedicated demonstration pods provided quieter spaces for one-to-one product demonstrations, while integrated digital displays reinforced key messages, customer stories and product information throughout the day.

At the opposite end of the stand, a dedicated coffee area encouraged visitors to slow down and meet the team in a more relaxed environment. Away from the pace of the exhibition aisles, it provided a welcoming setting for informal conversations before or after demonstrations, helping visitors spend longer with the brand.

The adaptable design also gave Sage the flexibility to introduce event-specific experiences without altering the overall stand design.

One of the highlights at UNLEASH World was an AI-controlled champagne activation, where visitors used simple hand gestures to control the pouring of champagne without touching the bottle. The experience reflected Sage’s message of combining people with technology while creating a memorable talking point that attracted visitors, increased dwell time and naturally opened conversations with the Sage team.

Alongside demonstrations and visitor activations, the stand also hosted discussions with Sage clients, including Channel 4, giving visitors the opportunity to hear first-hand how organisations are using Sage technology to support their people strategies.

Although first introduced at UNLEASH World, the stand was conceived from the outset as a flexible exhibition system rather than a one-off installation.

The illuminated entrance arch, suspended banner, demonstration pods, presentation spaces, hospitality areas and architectural features can all be repositioned, resized or selectively deployed to suit different exhibition footprints while maintaining the same recognisable identity. Campaign messaging, digital content and visitor experiences can evolve from event to event without requiring the stand itself to be redesigned.

This approach gives Sage the flexibility to respond to changing audiences and exhibition objectives while preserving the visual consistency established in Paris.

Following its launch at UNLEASH World, the adaptable exhibition stand design became the foundation for Sage’s wider exhibition programme.

The concept was subsequently adapted for the Schools & Academies Show, BETT and the CIPD Annual Conference and Exhibition, demonstrating how the same design could respond to different audiences, exhibition spaces and campaign priorities while maintaining a consistent look and feel.