Pascall+Watson
Hybrid stand design
For the third consecutive year, we partnered with Pascall+Watson to exhibit at Passenger Terminal Expo. This time the result was a high-impact hybrid stand design that delivered a refined, future-facing visitor experience.
Using a sustainable stand design that combined modular structure with bespoke, reusable elements, we created a space that embodied Pascall+Watson’s commitment to carbon net zero. The hybrid stand design attracted attention, sparked meaningful conversations and acted as a live demonstration of sustainable design principles in action.
Building momentum on the global stage
Pascall+Watson is an international architectural practice renowned for its aviation, transport and infrastructure expertise. With a strong focus on sustainable, people-first design, the firm has been a consistent presence at Passenger Terminal Expo – and for three consecutive years, we have been proud to support them: first in Amsterdam, then Frankfurt and now Madrid.
Building on our established relationship, we understand the high standards expected and how crucial it is to deliver an exhibition stand that reflects Pascall+Watson’s brand values while providing a platform for meaningful client and prospect conversations. Maintaining that level of quality year after year is critical to protecting brand reputation.
Blending flexibility, sustainability and bespoke design
With this in mind, we invested time at the proposal stage to work in close collaboration with Pascall+Watson and our exhibition design team to evolve and finesse the stand, building on the successful approach taken the previous year. Together, we fine-tuned the design to meet updated objectives around sustainability, detailing and finishes. We then recreated the refined concept using the actual construction techniques, materials and finishes planned for the final build, producing a full set of accurate renders to guarantee that what was signed off would be faithfully delivered on site in Madrid.
This approach also enabled us to accurately cost the project from the outset, giving our client complete peace of mind and eliminating the risk of unexpected costs later in the process.
Beyond buzzwords
Sustainability sits at the heart of this project. The challenge was clear: create a hybrid stand design that reduced carbon impact while still delivering visual quality, physical presence and an inviting visitor experience – all in a high-tech, high-expectation environment.
An additional opportunity presented itself: Pascall+Watson and Jacobs – both our clients – are partners on major infrastructure projects and were both exhibiting. This gave us a unique chance to realise shared efficiencies from both a cost and sustainability perspective.
A physical expression of Pascall+Watson’s vision and brand values
The stand’s location posed a spatial challenge. Positioned in a quieter corner of the hall but directly opposite the conference area, the design needed to draw in footfall and spark interest without relying on loud tactics.
Our approach centred around a hybrid stand design, combining a modular foundation with carefully crafted bespoke elements, translating Pascall+Watson’s architectural principles into a clean, minimal, purposeful and open experience. Set within a 7m x 3m space with a 4-metre height limit, the design maximised verticality and light.
Two custom-built plinths formed the focal points within the stand: one displaying a physical architectural model, the other housing an interactive feature illustrating Pascall+Watson’s sustainable design approach. Both features were built with longevity in mind: the model will be reused at future events and displayed in Pascall+Watson’s offices, while a custom wall section with illuminated logo and stretched fabric was also designed for future reuse.
An illuminated logo and a striking 85-inch screen provided immediate visibility from across the hall, while subtle details such as acoustic panelling, LED lighting and concealed cabling gave the space a refined polish.
The tactile features provided a refreshing point of difference in an exhibition hall dominated by advanced digital technologies – a reflection of the aviation industry’s focus on innovation, automation and seamless passenger experiences. Visitors to the stand were immediately drawn to the central architectural model and the interactive sustainability feature, sparking curiosity and creating more memorable, grounded interactions.
Design that works hard behind the scenes
Floating shelves displayed smaller 3D-printed models illustrating Pascall+Watson’s sustainable thinking, and a relaxed seating area behind the model encouraged informal conversations.
The stand was completely paper-free, with QR codes providing access to additional digital information, supporting Pascall+Watson’s commitment to reducing environmental impact.
Functional elements were discreetly integrated, with a lockable cupboard, drinks chiller and concealed storage ensuring that the visual simplicity of the stand remained uninterrupted.
Sustainability delivered in practice
From the outset, sustainability was built into every decision. As part of our commitment to transparent, sustainable exhibiting, we provided a stand-specific carbon footprint calculation based on the latest government conversion factors. This covered all factors including crew, vehicles, freight, materials and waste, hotel stays, stand power and water, and plant and equipment.
Our sustainable material choices also made a significant contribution:
- Aluminium BeMatrix framework was recycled and reused
- Eco flooring and toughened glass were recycled and reused
- Vinyl flooring was donated to a local animal shelter
- Acoustic panels and graphics were recycled at local facilities
- Bubble wrap was reused during breakdown
The result: a stand that successfully offset one tonne of carbon, without compromise on visual quality or delegate experience.
The design and build approach of the stand functioned as a live case study of Pascall+Watson’s commitment to achieving carbon net zero. By integrating sustainable construction methods with architectural storytelling, the stand demonstrated how environmental responsibility and design excellence can work hand in hand.
Beyond expectations
Despite being located in a quieter corner of the hall, the stand generated exceptional feedback from delegates, and from our client.
“This is the third stand Parker Design has produced for us, and each year they do a better job. Parker has taken the time to understand our brand and translate it into engaging and immersive stands that truly feel like Pascall+Watson and leave a lasting impression.
Everyone loved the stand at this year’s Passenger Terminal Expo – we received a lot of comments both internally and externally about how polished and impactful it was.
Parker’s impeccable project management allowed us to stay focused on content and strategy while they handled every detail with precision.
Sustainability is a shared priority, and Parker Design’s commitment was evident in our latest stand, where they provided a detailed carbon analysis, resulting in a build with under 1 ton of carbon.
Seamless and constant communication with Simon Hallows has been key in bringing our ideas into life. We are architects with very strong design opinions, and sometimes hard to work with, but the Parker team have taken on board all the good ideas and used their expertise to guide us on the right direction when we are being unreasonable.
Every year, we evaluate costs and benefits, and Parker Design continues to prove they’re the ideal partner for us, growing our stand from 12sqm in 2022 to 21sqm in 2025. We couldn’t be prouder of the work we’ve done together and we look forward to many more exhibitions working with Parker Design.”
Alberto Roa – Senior Marketing Executive, Pascall+Watson
Success that extends beyond great feedback
Following the event, we were commissioned to deliver Pascall+Watson’s stand in London next year.
Photography courtesy of Alberto Roa
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