When a brand strives to stand out at an event, stand design is one of the most crucial factors in achieving that goal. However, behind an impressive stand is a complex and well-organized process that involves the participation of several departments, from the reception of the initial brief to the dismantling of the stand after the event.
Receiving the brief
Knowing the client's needs
The first step in creating an effective stand is to receive a clear briefing. This document is essential, as it details the objectives of the event, the products or services to be highlighted and the client's expectations in terms of design and functionality.
The agency makes sure that all these needs are well reflected, but also introduces its personal touch, such as a focus on sustainability. A key aspect for designers to consider is the use of sustainable materials, as well as the possibility of reusing existing materials.
Nowadays, commitment to sustainability is a core value for many companies. Therefore, the design of the stand should prioritize the use of recyclable or low environmental impact materials, contributing to a more responsible event.
At this point, it is crucial to find a balance between what the client wants and what the agency can offer, without compromising the creative, sustainable approach or the essence of the company.
Once the brief is approved by the client, it is passed on to the design team.
The stand design
From the concept to the render
The 3D design team oversees transforming the brief into a visual proposal that is not only attractive, but also functional and effective in terms of visitor flow. Through 3D renderings, the designers prepare a realistic version of the stand so that the client can visualize how it will look at the event. These renderings not only consider aesthetics, but also space optimization.
To ensure this, designers follow some requirements and tips in trade show booth construction to make sure that the design complies with standards and regulations, and everything designed can be carried out smoothly.
Budgeting and client approval
Once the rendering is completed, the next step is the budget. Here we establish the cost of every detail of the stand, everything from materials to logistics. Budgets are made by optimizing costs and aiming to achieve a compromise in which both client and agency are comfortable. Once approved, the project moves on to the next phase: production.
Production: Preparation of graphics and logistics
Once the design is approved, the production team comes into play. The first step is to manage the final artwork for all the graphic elements that will go on the stand, such as panels, logos or any other visuals that need to be printed. The production team prepares the necessary templates for the prints and coordinates with suppliers to make sure everything is ready to be shipped to the venue.
Production also involves creating a detailed breakdown of the stand that outlines how it will be built and what materials are required. Here it is essential to optimize logistics, ensuring that as few resources as possible are used in terms of transportation, maximizing truck capacity to ensure that the environmental impact is minimized, a key aspect of sustainability.
The production team is also in charge of other logistics aspects such as arranging flights, booking tickets and coordinating the staff needed to set up and dismantle the stand at the event.
Assembly of the stand
Organization and execution
When everything is ready to be shipped to the event site, the assembly team takes over. Coordination with the event planner is essential, since, for example, a slot has to be reserved in advance to gain access to the venue and start setting up the stand.
At this point, the event organizer plays a key role, ensuring that the set-up flows efficiently and that deadlines are met. Besides logistic supervision, the organizer ensures that all the elements of the stand are aligned with the overall experience that the client wants to offer.
This role is not limited to coordinating the setup; the event planner has a role in designing experiences. Organizers are also responsible for ensuring that every aspect of the stand reinforces the brand perception and creates a memorable experience for attendees.
During set-up, the team follows production blueprints to assemble each piece of the stand and ensure that everything is in place before the event opening. This phase requires constant supervision to resolve any hiccups that may arise and ensure the stand is ready on time.
Dismantling and post-evaluation
After the event, the process continues with the dismantling of the stand. The team is responsible for dismantling all structures, ensuring that the materials can be reused in future events, in line with sustainability principles. In addition, feedback is gathered on how the stand performed during the event, both from the perspective of the client and the attendees.
This post-evaluation process is key to adjusting and improving future designs, ensuring that each stand is better than the last and meets the client's expectations.
Conclusion
The design and assembly of a stand for events has a clear formula for success, which is: communication and coordination between all the teams from the moment the brief is received until the final disassembly. Each phase of the process, from initial design to production and assembly, must be aligned with the client's needs and technical possibilities, ensuring that a realistic and effective proposal is presented. Interdepartmental collaboration is crucial so that every element of the stand is perfectly coordinated. Finally, a detailed review at the end of the event allows us to evaluate which materials can be reused and which elements should be adjusted for future projects, as well as what possible improvements can be made for future editions. This comprehensive approach ensures not only the creation of a stand that shines at the event, but also an efficient execution that is aligned with the client's objectives.
