An introduction to temporary exhibition design
Temporary exhibition design refers to the creation of a non-permanent environment with the purpose of displaying, conveying or promoting a product, brand, service, idea, view, message or information to an audience
Good design is at the core of a successful exhibition stand. Many other factors have an influence upon that success - but layout, shape, form and overall look are crucial. Moreover, in an environment where your competitors may well be plying their trade too, the competitive edge potentially provided by a well designed and thought-out solution should not be overlooked.
As a three-dimensional marketing tool, exhibitions provide opportunities for brand development that are lacking in two-dimensional media. Held in a 'live' environment, temporary exhibitions are unusual in that they provide the designer with the scope to appeal to all the visitor's senses.
A temporary exhibition stand is made up of various elements that collectively meet the objectives of the exhibitor. These typically include graphics, projection, lighting and sound.
As practitioners in one of the most overtly commercial design disciplines, temporary exhibition designers are quick to embrace new materials and technologies for the benefit of exhibitors.
Temporary exhibition design draws upon similar skills to permanent exhibition design and can have similar objectives. None the less, there are important differences that influence the design process. Factors such as the need for portability and fast installation and dismantling are important, while its transient nature calls for particular materials and finishes to be used. The fact that exhibitions are rarely closed environments can also influence the design.
Temporary exhibition design solutions generally fall into one of two categories – bespoke (or purpose-built) and modular:
- Bespoke solutions may be one-off or re-usable, while modular solutions may also be developed to order, though more typically they will be purchased 'off the shelf' from one of the many suppliers
- Modular solutions still require design input as they are supplied in a generic kit of parts which can be assembled in many different configurations.
The benefits of a bespoke solution lie in its uniqueness and the fact that it is designed specifically to the exhibitor's brief. But a modular solution will generally be more flexible and portable, and should be (with some exceptions) less expensive.
It is normal, on all but the smallest of projects, for the exhibitor to request the submission of tenders for either a single exhibition or a programme of exhibitions. More often than not the tenders will include a requirement for a visualisation and plan of the proposed solution. Copyright and other design rights will usually be protected by the exhibitor.
Design solutions in the temporary exhibition sector must have due regard for the rules and regulations imposed by exhibition organisers and venues and meet the relevant health and safety requirements.
The exhibition design sector is still quite fragmented with very few specialist exhibition design companies employing more than 50 people. There are a few sole traders and freelance exhibition designers, but these tend to be commissioned by the larger design companies. UK exhibition designers often operate internationally and are a significant export earner for the UK.