01.2025
Window to success: exhibition stand design that attracts clients
Construction industry brands carefully select trade shows where they showcase their products. This strategic selection of key events enables them to effectively position themselves in domestic markets and gradually expand internationally.
For companies in the window manufacturing sector and related industries, a well-designed exhibition stand is not just a marketing tool but also a clear statement of their market position. However, how does one create a stand that not only attracts attention but also effectively presents the offer and builds lasting relationships with potential clients?
Design matters
Participating in trade shows represents a significant investment, both financially and organizationally. It's a multi-stage project requiring engagement from various departments – from marketing to production. Drutex, a renowned manufacturer of windows and doors, exemplifies a company that has been successfully leveraging the potential of these events for years.
Companies that treat trade shows as a strategic element in their business development increasingly collaborate with experienced design agencies. This enables them to present stands that stand out among hundreds of other exhibitors.
Contemporary trends in exhibition stand design emphasize minimalism, functionality, and brand consistency while maintaining the "wow" factor. Key design elements to consider include:
• Artistic installations that utilize products as a medium of expression
• Cohesive visual identity connecting all stand elements
• Storytelling through design, conveying brand history through stand architecture
• Innovative approach to colors and forms that create the trade show space atmosphere
Skillful use of color and form allows for creating an exhibition stand that effectively communicates brand values while remaining memorable long after the event concludes.
Marzena Michalska, designer and artistic director with 12 years of experience in stand design at Smart Design Expo, emphasizes:
“Color and form in design aren’t random – they stem directly from client needs, product specifics, brand history, and the project brief. These aren’t merely aesthetic tools; they’re powerful means of communication. In exhibition stand design, they constitute a language through which we tell the brand’s story. A well-chosen color palette and thoughtfully structured space can convey much about a company’s values and philosophy. These elements create the first impression, capture attention, and leave lasting memories. Remember, in the trade show environment where everyone competes for attention, an innovative approach to color and form can become that ‘window to success’ that distinguishes a company from its competitors.”
Artistic installations
One trending approach involves creating unique artistic installations using client products. An excellent example is Anwis’s stand presented at this year’s R+T trade show in Stuttgart. Creative use of blinds and shutters allowed for creating an installation that not only catches the eye but also showcases product functionality in an original way.
The art of product display
Effective presentation of flagship products can determine a stand’s success. An exemplary case of well-planned presentation is Wiśniowski’s award-winning stand (A’design Award) at the BAU trade show in Munich. The Modern Villa by Wiśniowski, designed by Smart Design Expo, is an exhibition that enabled product interaction while presenting them in real-world application contexts.
Why invest in professional exhibition stands?
Thoughtful trade show architecture stimulates imagination, allowing full appreciation of aesthetics and beauty. Visual consistency and attention to detail are crucial elements in brand image building, making them essential considerations in exhibition stand design. This approach emphasizes professionalism, with every detail becoming evidence of a well-thought-out strategy, strengthening trust.
In a world where the competition for attention grows increasingly fierce, a properly designed exhibition stand becomes a “window to success” – an investment that yields returns both in the short and long term.