Every real business event or trade show has a variety of stands – be they large, small, original or boring. Yet we regularly forget how important they are to the industry and how much they impact business. Freelance journalist Lesley Stones once said in an article, “When you take part in an exhibition, the stand can be a make or break the affair.” And this rings true for many stand designers.

“A beautifully designed exhibition stand is an essential tool in face-to-face marketing scenarios such as exhibitions,” says Jennifer Gibson, owner of The Exhibitionist, a specialised exhibition-stand company. “It creates an opportunity to differentiate your brand from your competitors and brings an innovative and creative medium to marketing your brand in a 3D form.”

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