An exhibition may be broadly defined as a trade fair where various companies can showcase and demonstrate their newly launched and existing products in order to highlight their positive features to prospective customers. In an age where how well a product is marketed and campaigned about largely determines its commercial success, exhibitions are some of the major ways manufacturers and dealers can extensively market about their newly launched products. Unlike retail shops where products can be demonstrated only to a limited number of customers and prospective clients, since in an exhibition people from different regions all around a center come to view the products the number of visitors checking a company’s products is significantly higher.

  In today’s corporate world of cut-throat competition, having a cutting edge over competitors within the same field is one of the most important tasks for a company to achieve. In an exhibition since numerous companies come together in order to market their products, designing and presenting resources and products in a unique, individual way in order to attract the attention of prospective clients is one of the major jobs before a company. Apart from manufacturing products marked with their own unique selling points (USP), they have to be presented at a trade fair in a manner most likely to catch the consumer’s eyes. For this reason, right from the basic structure of their exhibition stands to the smallest details of the interiors a company has to establish its stand in a unique way. While some companies assign their own creative departments to look into these designing matters, others often hire professional architects and interior designers for setting up their exhibition stands.

  Interior designers dealing with setting up of exhibition stands usually operate in a series of successive steps. Once the basic design of an exhibition stand is decided upon, the infrastructure is set up in such a way that basic features like electric and water lines as well as safety measures and emergency exits are securely implemented. Workers then construct the outer structure out of the desired materials. Keeping the presentation factor in mind features like layout, shape, form and overall appearance are given primary importance while designing and setting up an exhibition stand. In order to attract the potential clientele some companies ask their architects and interior designers to implement various graphics and audio-visual features in their exhibition stands, others use various lighting schemes in order to create the desired atmosphere and interior environment. Companies may also opt for making proper arrangements for their customers to sit and relax and also arrange for various hot and cold beverages to be offered to their visiting clientele.



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