Different types of stands play a key role in successful exhibitions. From bare space in exhibition and shell scheme stall options to modular event stand systems and
custom build exhibition stands, this guide explains stand types, their benefits, and how to choose the right exhibition stall for your goals. Picking the appropriate structure for your next stand exhibition might mean the difference between a booth that just sits there and one that gets people to interact with leads. Exhibition stands that are set up in person are still one of the best techniques to sell directly to customers. The UFI Global Barometer 2024 says that exhibitions brought in more than 318 million visitors from throughout the world and had an economic impact of roughly €368 billion (UFI Report). A well-designed exhibition stand is the key to your success in such a competitive field.
Why exhibition stands matter for brands
Exhibitions and trade shows bring together highly targeted, high-intent audiences. For many brands, a strong exhibition stand delivers one of the highest returns on marketing investment. Industry data shows that companies with well-executed trade show strategies see ROI of 4:1 or higher (Cvent). Face-to-face events accelerate trust and make your brand memorable in ways digital marketing cannot. Key advantages include:
- Concentrated exposure to qualified leads.
- Opportunities for live demonstrations and hands-on experiences.
- Stronger emotional connection through physical design and engagement.
Key elements that define a successful stand
All high-performing exhibition stands share several essential features:
- Clear messaging: One strong idea or promise visible at eye level.
- Functional flow: Open space that encourages visitors to enter and interact.
- Lighting and visuals: Strategic illumination and motion elements.
- Active staff: Engaged team members trained to qualify and convert leads.
- Follow-up system: Easy digital capture and post-event engagement.
Bare Space in Exhibition
Bare space in exhibition offers total creative freedom and allows a company to express its brand identity without pre-set limitations. It’s the most flexible format but also the one requiring the most preparation and expertise. Brands that choose bare space typically want to stand out through large-scale architecture and impactful storytelling.
What is bare space
Choosing bare space in exhibition means renting only the floor area. You design and build everything from scratch — walls, flooring, graphics, lighting, and displays. It’s essentially a blank canvas that gives you full creative control.
Advantages and challenges of bare space
Advantages:
- Total design freedom and creative potential.
- Possibility to build large or multi-level custom built exhibition stands.
- Maximum visibility and brand dominance.
Challenges:
- Higher overall cost.
- More complex logistics and safety compliance.
- Longer setup and dismantle times.
When to choose bare space
Bare space is great for firms who want to introduce major items, create immersive experiences, or build big event stands that traditional shell schemes can’t fit.
Shell Scheme Stall
The shell scheme stall is one of the most common and practical choices for exhibitors. It offers simplicity, predictability, and a clear framework for customization. For many companies, this is the first step into exhibitions before scaling to modular or custom stands.
What is a shell scheme stall
A shell scheme stall is a pre-built exhibition stall provided by organizers. It usually includes aluminum framing, walls, basic lighting, and fascia panels. Exhibitors only need to add graphics, furniture, and promotional materials.
Benefits of shell scheme stands
- Cost-effective and easy to set up.
- Suitable for first-time exhibitors or smaller budgets.
- You can add custom graphics and banner stands to make it look more professional.
Common limitations
- Height and rigging restrictions.
- Less creative freedom compared to custom stands.
- Similar appearance among neighboring exhibitors.
Custom Exhibition Stands
Custom exhibition stands represent the most creative and premium approach to event presentation. They combine design freedom, materials, and architecture to fully reflect the brand’s essence. These stands often become the centerpiece of trade show booths and are used by global brands for maximum visual impact.
Tailored design for brand identity
Custom exhibition stand is one-of-a-kind structures made only for your brand. Materials, finishes, and architecture align with your visual identity. These are perfect for premium events or major trade show booths.
Flexibility in size and structure
Custom build exhibition stand can be designed for any footprint — from small inline displays to large island exhibits. A lot of firms now use hybrid approaches that combine modular parts with custom designs so that they can be used in different ways.
Cost considerations
Custom exhibition stands are more expensive, but they can make a stronger impact and help consumers remember your brand. Using the same elements for several types of exposition events could help keep costs down.
Modular Exhibition Stands
Modular exhibition stands are a modern, eco-friendly alternative to traditional builds. They allow exhibitors to reuse and reconfigure components for different events without compromising visual quality. They are especially valuable for companies that participate in several exhibitions each year and need adaptable solutions.
Reusability and scalability
Modular exhibition stand is built from standardized panels and frames that can be reconfigured for different shows. They offer long-term savings because the same system can be reused and resized. They are also more sustainable, reducing waste and labor costs (Exhibit Interactive).
Ideal use cases for modular stands
- Exhibitors attending multiple trade shows annually.
- Companies aiming for sustainable, reusable stand solutions.
- Brands balancing premium design with moderate budgets.
Portable and Pop-Up Stands
Portable exhibition stands and pop up stands are the simplest, fastest way to create a branded presence. They are ideal for smaller venues, local events, or marketing teams that travel frequently. Despite their compact size, these stands can still look professional and eye-catching with modern fabric graphics and lighting.
Quick setup for smaller events
Portable exhibition stands and pop up stands are lightweight, tool-free systems that can be set up within minutes. They are easy to transport and ideal for conferences, small expos, or campus events. Modern pop up display stands look sleek and professional while requiring minimal storage.
Best suited audiences and scenarios
- Local or regional exhibitions.
- Recruiting fairs, educational events, and roadshows.
- Supplementary displays alongside larger exhibition stand.
Choosing the Right Stand Type
Selecting the best structure depends on your goals, budget, and event frequency. Each type of stand offers different advantages depending on scale, logistics, and audience engagement. Understanding your objectives before design begins will help you choose wisely and spend efficiently.
Matching goals and budget
- Lead generation: Choose a modular or shell stand for efficient engagement.
- Brand showcase: Opt for custom build exhibition stands on bare space to highlight product storytelling.
- Touring or recurring events: Modular exhibition stands are cost-effective and reusable.
Audience engagement considerations
- Design the visitor journey: attract, engage, and convert.
- Use pop up exhibition stands as support displays in high-traffic zones.
- Keep visuals flexible with interchangeable panels and banners.
Space and venue requirements
- Check ceiling height and rigging rules before building.
- Lightweight work best in venues with limited access.
- Always plan for electrical, internet, and audiovisual connections early.
Final thoughts on stand selection
Start with your marketing goals, not just structure. Pick the smallest functional footprint and use the rest of the money to hire workers, create content, and improve lighting. A well-thought-out exposition booth can bring in genuine revenue for a long time after the event.
Practical Comparison of Stand Types
Bare Space
- Maximum creativity, high visibility.
- Higher cost and complexity.
- Perfect for custom built exhibition stands.
Shell Scheme
- Easy to put up and cheap.
- Limited flexibility and height.
Modular Stands
- Reusable, scalable, sustainable.
- Ideal for multi-show exhibitors.
Portable & Pop-Up Stands
- Fastest setup, best for small venues.
- Perfect for supporting roles or roadshows.
FAQ: Getting the Most from Your Stand
How much should we expect to spend?
Budgets are different for each area and design. Reusable systems often save 30–40% over time compared to one-off custom builds.
What if we want a custom look on a budget?
Combine modular elements with signature custom pieces for a hybrid solution that looks bespoke but travels easily.
Are portable kits professional enough?
Yes. Modern pop up exhibition stands with fabric graphics and integrated lighting look highly professional at a fraction of the cost.
