Stand design
Stand out displays
EW asked three specialist stand builders and design agencies for their take on market trends and how they are innovating with products and work practices
Caroline Bee , senior vice-president , EMEA for Pico International : What are your main areas of innovation ? Our main innovations include cutting-edge digital solutions that foster meaningful connections with audiences . We excel at bridging the gap between virtual and reality , connecting online and offline experiences . Guided by data strategy and Integrated Brand Experience , we engage our spectrum of expertise to devise highly integrated activations . Our success is built on a forwardlooking willingness to embrace change , defined by our purpose , vision , mission , values , and culture .
What are you doing on sustainability ? Our governance structure includes a sustainability committee that oversees policies and strategies . This committee ensures an ESG framework integrates sustainability risks and opportunities with long-term business plans and monitors performance in key areas of responsible business practices , the environment , employees , and communities . The Group Sustainability Policy outlines our approaches to efficient resource use , proper waste disposal , emission reduction , and energy conservation in operations and product lifecycle . Our eco-friendly approach , based on Reduce , Reuse , and Recycle , includes using reclaimed wood furniture , minimising wood waste with advanced technology , employing solar panels and solar-powered lighting , and sourcing from local vendors to reduce transportation emissions .
What is the competitive landscape ? The competitive landscape is multifaceted and driven by rapid technological advancements and evolving client needs . The three main competitive factors are design , cost , and service . Cost pressure is a significant challenge , and only those who can creatively address issues like cost-saving while over-delivering can succeed . To navigate these challenges , our Integrated Brand Experience business model is essential for building resilience and sustaining growth . This model involves creating strategically coordinated cross-platform solutions that empower and meaningfully engage audiences .
What are you doing on attracting future talent ? We foster a culture of creativity , innovation , and professional growth . Talent acquisition is a holistic mission involving constant networking to establish ourselves as the employer of choice for universities and tertiary institutions . Even without current vacancies , we use thought leadership and speaking opportunities to promote Pico as a desirable employer . We offer continuous learning and development , provide a supportive work environment , and actively promote diversity and inclusion . By positioning ourselves as an industry leader and showcasing our commitment to pioneering projects , we aim to attract top talent passionate about making a difference .
What are you observing on market dynamics / trends , direct engagement / relationship versus partnerships with organisers and booth size / spend ? Market dynamics and trends indicate a shift towards more integrated and immersive experiences . We ’ re observing a growing preference for direct engagement and relationships with clients , which allows for more personalised and impactful interactions . However , partnerships with organisers are still essential for large-scale events and accessing broader networks . In terms of booth size and spend , there ’ s a trend towards optimising space with creative and sustainable designs , emphasising quality over quantity to maximise engagement and return on investment .
Jörg Zeissig , CEO Holtmann Plus : What is your main line of innovation ( bespoke versus shell )? ‘ Reduce to the max ’: a ) We are trying to focus on content production in sync with 3D experiential marketing execution . The room itself becomes the stage and channel for communication . Reducing to the fundamentals means we only construct what is necessary to carry the message to the audience . To measure this we provide a KPI dashboard . b ) Digital elements are added where supporting the content , to extend the experience in two levels ( time extension and inclusion of additional elements ), although it will only be used when relevant . c ) Automated process management for standard / modular booths to increase the customer experience and options , plus putting an ease to process management .
What are you doing on sustainability ( reusable / permanent - better stands )? Sustainable concepts start at the
20 Issue 3 2024 www . exhibitionworld . co . uk