Going unnoticed at a show attended by over 60,000 trade professionals and the world’s chief players in the mobile telephone industry is something that sadly happens to 90% of the exhibitors taking part.
At Contemporanea Eventi, we have decided to beat the statistics, unveiling some of the key factors that must be taken into account when designing a stand for pulling the crowds at one of the industry’s top shows.
1. Size is important: it is not a question of building a 1,000sqm stand, but of making one of its elements stand out above the rest. An example of this was the great use of size by Google’s Android stand at the 2011 edition of the Mobile World Congress (MWC), with a giant slide incorporated in the arm of the fun robot embodying the product.
Google’s Android stand at MWC 2011
2. Do the unexpected: MWC is all about the latest in high technology, but most of the stands do not take it any further than that; giant LED screens are ubiquitous, and, funnily enough, despite their size, they usually go unnoticed, since everybody has come to expect them. This means to say that the surprise factor is vital. This is where Google failed last year because the multinational’s stand was very similar to that of the year before, and, although it was still engaging and fun, it was undoubtedly rather a disappointment for many that it lacked that all-important element of surprise.
Google’s Android stand at the 2010 edition of MWC
3. Let’s play: if the most acclaimed stands have something in common then that is that they usually incorporate "gaming" elements. An excellent example of this at last year’s edition of the show was Ericsson’s stand, in collaboration with Lego and Hispabrick Magazine, which featured a football pitch with 10 robots controlled by the company’s SONY Xperia S smartphone.
Ericsson’s football pitch
We hope that these suggestions have been helpful. If you are planning to exhibit at MWC 2013 (Barcelona) and still have not decided on the design of your stand, ring us and we will be delighted to help you "stand out" at the show.
Contemporanea Eventi provides its clients with a full stand design and construction service, creating innovative spaces combining contemporary art, marketing techniques and stage design. The company offers free designs and quotes, without obligations. Furthermore, requests for proposals are answered within 48 hours.
