SPACE ONLY OR SHELL SCHEME?

Where does one start when faced with a semeingly endless range of options that are now available for stand designs as a first time exhibitor? Terms like ‘space only’ (where you rent the floor space and that’s it), ‘shell scheme’ (fascia boards and usually white panels), modular or ‘pop-ups’ are all used in a fiendishly knowing way. As a general rule of thumb, smaller budgets allow shell schemes, as budgets increase one can use modular or pop-ups and semi-custom builds and larger budgets can often accommodate custom built stands. Life is never so simple as other factors (like the number of shows you attend) also affect your choice.

With a generous budget all things are possible. A good stand builder / designer will incorporate your objectives, themes, demonstration and hospitality areas and produce a masterpiece that facilitates your interaction with the visitor. However, just because you may have a smaller budget doesn’t mean you have to be burdened with a stand that looks the same as all the other shell schemes. Some of the most successful and award winning stands use the basic shell scheme as their foundation. As an exhibitor myself, I have managed budgets from one to over ten thousand pounds and I have to say that larger budgets give you more options but they shouldn’t affect your success. Your only limit should be your imagination and knowing where to go to get what you want.

I suppose the analogy I will use is similar to buying a car. You start with the basic model and then raid the options list to personalise a car that suits your requirements. You add the options you want and leave those that do not enhance your driving pleasure. Each of us has our own priorities when buying a car – the same can be said with your stand. Imagine starting out with a basic shell scheme. Initially you get the fascia boards with your company name and white metre wide panels, with aluminium joins – oh, and some carpet. Unfortunately so does every other shell scheme exhibitor at that event. You, on the other hand, want to stand out and want your stand to reflect your corporate image, rather than the stand builders’ brief.

Well, you can start by realising that you can change the colours of the carpets and the panels and pay for clear or Perspex panels so you can segregate areas on your stand. You can get plinths and display cabinets and get graphics panels that cover the entire width and height of your panels. Most organiser manuals have the names and addresses of shell scheme suppliers and they often list a range of non-stock items you can use. Increasingly stand contractors are increasing their range of ‘stock panels’ to include colours, plexi-glass and textured wall coatings. Using muslin for ceiling effects and a selection of floral displays can make your stand more inviting. These are just the physical aspects. Remember the clever use of lighting can also transform a stand. Finally think about the practicalities of being on a stand for three days – storage and security need to be also factored in.

With great thought and a little budget you can stand out and reap the rewards to be had.