Cover Feature
Following UFI’s publication of the Global
Framework for Reopening Exhibitions
and B2B Trade Events post Covid-19 on
20 May, EN has partnered with stand
design agency Prodigio to create a visual
interpretation of what an exhibition could
look like when events are permitted to
return.
Words: Saul Leese
here is little doubt
that when exhibitions
do return in the UK
that there will need
to be health and safety processes in
place, and that the correct personal
protective equipment (PPE) is
available to visitors.
We are edging closer to the goal
of seeing events resume as Covid-19
cases and the UK government
starts to ease restrictions.
UFI, the global trade association
for the exhibitions industry, and
which works with the UK’s trade
bodies, the AEO, AEV and ESSA,
was the first organisation to publish
a 30-point guide to reopening
exhibitions.
The guide, known as, The
Global Framework for Reopening
Exhibitions and B2B Trade Events
post Covid-19, sets out five key
areas for organisers and venues
to work to; ensure personnel and
personal safety, enable physical
distancing, increase health and
safety measures, implement crowd
control and encourage and enforce
measures. From these ideas UFI
was able to then create a list of
points that organisers, and venues
should consider when planning for
future events.
To create the framework UFI
worked with businesses from all
over the world including a selection
of UK companies including
Clarion Events, Informa Markets,
Reed Exhibitions, Tarsus Group,
Freeman, GES and the NEC.
Managing director and CEO
of UFI, Kai Hattendorf, said:
“Exhibitions are distinct from other
large events. Crowd management,
visitor flow and adherence to
operational protocols can be tightly
managed. A strong framework
provides a compelling case for the
recommencement and continuation
of this vital industry. By pledging to
ensure the health and safety of all
exhibition participants, tradeshows
can resume their rightful place as
a proven fast track to trade and
market recovery.”
More importantly, UFI’s plan
demonstrates that exhibitions
can be ‘controlled’ and ‘organised’
and should not be treated by
governments as simply ‘mass
gatherings’. The plan also shows
us that through using the latest
technology, physical distancing
guidelines and health and safety
measures, there are little or no
reason why events should not be
allowed to safely return.
To illustrate, EN partnered with
stand design agency Prodigio
Design to recreate UFI’s vision as a
graphic to help people understand
how exhibitions can work.
Prodigio Design MD Richard
Dilley, who has worked with
Visit California and Caterpillar,
explained: “This is an incredibly
important project for us to work on.
There are many lengthy documents
flying around the industry, but we
felt that it was essential to try and
summarise these ideas in a series of
graphics for EN.
“At Prodigio, we pride ourselves
on creating beautiful bespoke and
tailored stand designs to meet our
client’s needs and requirements.
However, in these challenging
times, we are conscious that the
safety of our clients and their
visitors is paramount to ensure the
success of a live show. It is also fair
to say that the level of investment
by exhibitors will understandably
be reduced during these uncertain
times.
“Apart from creating what
an exhibition could look like
when they return, we are also
stand designers, and the first
consideration in our design process
is always the meaningful journey
and flow of visitors throughout the
stand. This is no different even with
the presence of Covid-19, we simply
have a new set of rules and factors
to contemplate. It is also important
that visitors feel relaxed throughout
their experience. By combining a
practical approach to the layout,
together with the implementation
of Perspex screens, we can develop
a stand into a fully functional
working environment.
“The provision of safe demo
spaces, one-to-one meeting
areas and meeting rooms
ensures that important private
business engagements can still
be conducted, albeit in a safe and
controlled environment. With the
practical flow taken care of, we can
then concentrate on utilising the
structural elements for branding
and making each stand exclusive
to the individual exhibitor.
Furthermore, there is an abundance
of space for messaging and video
content can be employed to keep
the visitors engaged.”
As a result of two weeks’ work,
Prodigio and EN were able to come
up with a series of visuals.
June — 19