Trade fair booth design

One of the main objectives was to create a more commanding presence within the exhibition hall, using scale, lighting and architecture to increase visibility from every approach. While retaining the character and values already associated with the Jacobs brand, we took the stand design in a new direction.

Continuous strip lighting around the stand perimeter and illuminated suspended logos increase visibility while helping define the space.

At the heart of the stand sits a 3m x 3m LED video wall – continuing the progression seen over previous years as the exhibition stand has evolved from two surface mounted 55-inch screens, to a fully integrated LED video wall. The approach reflects growing confidence in allowing the strength of the brand and content to command attention without relying on excessive printed messaging.

We developed every aspect of the layout to encourage interaction.

The previous year’s barista service proved to be one of the stand’s most successful features, helping attract visitors and creating natural opportunities for conversations. For this year, coffee became an even more prominent part of the experience, with the hospitality area positioned centrally within the stand and designed to feel integrated into the overall environment. Extending the attention to detail throughout the space, we even designed the coffee counter in the shape of a Jacobs “J”.

Visitors are welcomed into an open, accessible space where conversations can happen naturally. Tables are intentionally designed for shorter interactions, while dedicated sofa areas provide a more comfortable setting for pre-arranged meetings.

The design reflects lessons learned from observing visitor behaviour at previous events.

Sofa seating positioned towards the rear of the stand had seen limited use the previous year, so we brought meeting areas closer to the front of the stand where they feel more visible and accessible. Combined with three open sides and clear sightlines throughout, the layout makes better use of the available footprint while maintaining a welcoming and open atmosphere.

More than a response to a single event, the stand design establishes a flexible foundation for future exhibitions, creating a consistent framework that can continue to evolve as the Jacobs exhibition programme grows.