Trade fairs and weekly markets have a number of things in common. They are by no means just points of sale. Both market hawkers and exhibitors want to make contact with old and new business associates, nurture customer relationships, inform about new products, groom their image and above all to be seen and heard in order to create publicity. With these goals in mind, effective stand architecture can create the initial basis for a successful dialogue.
The outstanding examples contained in the new Trade Fair Design Annual have been selected to show how unique brand appearances can be created by blending architectural and communicative elements and what role audio-visual media, convincing graphics, light productions or different materials play in this.
Rainer Häupl, Sabine Marinescu and Janina Poesch offer an insight into state-of-the-art trade fair staging and take a special look this time at the phenomenon of curated trade fairs. Another first: the designers themselves have a say in a number of interviews.