Most trade shows are sector-specific, uniting all the key players in a particular industry.
For businesses operating in a single, clear sector, this is ideal, as they can invest in a reusable exhibition stand, branded to their industry. However, for those who serve a range of businesses and industries, it can be difficult to know where to start with the design.
We speak with many businesses that want the benefits of a reusable stand but struggle with the design, often opting for expensive, unsustainable custom-builds, or reusable stands that are too generic to have the desired impact.
We want all businesses to be able to enjoy the benefits of reusable exhibition stands. In this guide, we share our tips for designing a reusable stand to suit a range of different industries.
Use Interchangeable Industry Panels
Designing for multiple industries usually requires more thought and strategy than an industry-specific approach.
One of the biggest challenges is that the more you narrow the stand to one industry’s relevant imagery and language, the less it will resonate with buyers from another industry. You don’t want to seem too generic, but at the same time, you don’t want to alienate buyers with heavily branded stands that don’t hit their industry.
Modular stands help to tackle this issue. They enable businesses to strategically dedicate a section of the graphics to change for every event, tailoring the stand with imagery and text.
Businesses can strategically position contextual info across minimal panels, allowing them to be easily switched to resonate with different audiences!
Small changes make a big difference! Notice that despite 75% of graphics being the same, the Global Telesat Communications stand looked and felt intentional at The Health & Safety Show 2024, SITS 2024, and Lamma 2025.
Opt for a Brand-First Design
Another popular approach is using a brand-first design, rather than an industry-first design.
Brand-first designs focus on evergreen, long-term branding, personality and core messaging, rather than temporary products, reducing the need for replacement panels. These designs are great for brand recall and memorability, but they also enable companies to exhibit in a range of industries without branding feeling out of place.
For example, with this brand-first stand, Hermanos was able to exhibit at the International Franchise Show and the London Coffee Festival.
Likewise, with this stand, our client Montagne exhibits luxury packaging across a range of different sectors all across Europe!
Make the Most of Screens & Changing Elements
It’s easy to fall into the trap of thinking that all product and industry information needs to be displayed on the graphics.
In reality, much of this contextual info, which locks stands into a particular industry, and limits the lifespan of the graphic panels, can actually be displayed using screens and video. This is similar to our first suggestion, but instead of replacing context panels for each industry, the stand can remain the same, while the video content is updated.
One-use elements, such as the floor and counteers can also help to set the scene.
Case Study in Reuse | Roomex
Roomex, a client on our Free-Hire Plan, serves as a great example of how one stand can be used across a range of different industries.
Roomex centralises all hotel bookings and payments into one platform, allowing businesses to manage workforce travel, accommodation, and expenses with ease. Because Roomex serves all businesses, they benefit from exhibiting at a variety of shows, from the UK Food & Drink Shows and Accountex to Retail Technology.
The stand is brand-first by design, but features a “trusted by” panel which changes for every sector to show relevant credibility. The change is subtle, but it really works!
What Roomex Think of the Stand
We have been able to interview the Roomex team twice now, and both times, the feedback on the stand has been very positive.
The visuals on the stand are absolutely phenomenal. They’re really clean and display our platform really well. I think the whole stand is great!
Oli HewittIt's always great to have a really impactful stand like this with excellent branding and lighting. It's got great visual impact. People walk past and it just grabs they're attention. We're really happy with it.
Stephen KeaneFree Consultations & Design Proposals
Hopefully, we have given you some ideas on how to use one stand across multiple different sectors.
Here at Quadrant2Design, we have spent 26 years designing exhibition stands with reuse in mind! If you would like a free consultation or design proposal from a member of our team, please don’t hesitate to get in touch. You can call us on 01202 723 500 or email design@quadrant2design.com for more information.
