Interactive exhibition stand

A stand people stop at — and stay at long enough for someone to talk to them.

At a trade fair you have three seconds while someone walks past. After that they have either stopped or not, and there will be no second chance that day. The job of a stand is not to look expensive. The job is to give a passer-by a reason to come over and a reason to stay long enough for your team to reach them.

A queue at the installation is the best metric a stand has. It is visible from the far end of the hall and works better than any signage.

What we build on stands

• A centrepiece exhibit — the object everything else gathers around. Usually it is what makes the stand memorable.
• Interactive product demonstration: a complex machine can be taken apart, turned, looked into — something no model or video will give you.
• Demonstration tools for the sales team: not a slide deck, but a script for a conversation with a client.
• Holographic showcases and volumetric displays for equipment that physically cannot be shipped to the hall.
• Interactive scale models of territories, plants and logistics.
• Game mechanics — short, ninety seconds, with a clear result and a reason to start talking.

A complex product is sold by whoever lets you touch it

This is about industry, aviation, energy, rolling stock — anything where the product will not fit on a table. An exhibit that lets someone look inside an engine or assemble a train does half the sales conversation: the visitor asks the next question themselves, and that is a different conversation from “take a brochure”.

Schedule — the thing that decides everything at a fair

An opening date does not move. Our fastest turnkey interactive stand took three weeks, and it was not a one-off — three weeks from brief to a working exhibit in the hall has happened more than once. But that schedule means hard limits on scope: not everything imagined can be built in three weeks, and we say so before signing rather than after.

1. Week one — scenario, mechanic, equipment specification, and ordering whatever has a long lead time.
2. Week two — fabrication, development, content. In parallel, not in sequence.
3. Week three — assembly, a full run-through, installation on site, tuning in place.
4. Show days — being present on day one is not optional: a fair hall always behaves differently from a workshop.

What happens to the stand after the show

Usually nothing, and that is money thrown away. An exhibit designed for a second life travels to the next fair, moves into a sales office or into a corporate museum. It is decided at the engineering stage: demountability, transport cases, independence from one particular room. Slightly more expensive up front and noticeably cheaper per showing.

Who we have worked with

Rostec, United Engine Corporation, RSK MiG, Sinara Transport Machines, PTK Group, the Moscow City Government, BMW. Fairs: MAKS International Aviation and Space Salon, Rostec Expo, Moscow Urban Forum, Russia Expo.

Output equipment: 24 entries, from laser projectors to drone shows →

How many people saw it

• 578,810 visitors to MAKS-2019
  MiG-35 Booth
• 135,000 visitors to MAKS-2021 over six days
  UEC UAC
• 200,000 visitors to the forum programme
  Urban Forum 2018

Projects where we have done this

• MiG-35 Booth — Multimedia booth at the MAKS 2019 airshow
• UEC UAC — Dynamic exhibition space · MAKS 2021
• Rostec Expo — Holographic catalog
• Sinara Transport Machines — Holographic cubes · machinery manufacturing
• PTK Group — Exhibition installation
• Urban Forum 2018 — Multimedia booth for the Moscow City Government

Frequently asked questions