If your company regularly participates in trade fairs in various locations, scale quickly stops being an advantage and becomes a challenge. Different conditions, varying event formats and constant pressure to maintain brand consistency require a systematic approach.
In addition, there are local suppliers, extended and inconsistent planning processes, and the need to coordinate multiple communication channels around each event. As a result, managing exhibition stands becomes increasingly complex and difficult to control.
Can this be standardized? Yes. The solution is a system-based exhibition stand developed with one partner and scaled across multiple events.

Case study: Gollmann
This approach was implemented by Gollmann, a company that has been regularly participating in industry trade fairs across Europe for years. Instead of designing and building a new stand for each event, the company chose a single, consistent exhibition system that could be scaled to different sizes, locations and event formats.
This made it possible to maintain a unified visual and functional standard while adapting the stand to the specific requirements of each event. The system-based approach simplified the planning process, shortened decision-making time and enabled better control of quality and costs for future projects.
Our cooperation with Gollmann has been ongoing since 2022 and includes projects at key industry trade fairs in Germany, France, Spain and Belgium. During this time, we have designed and built stands of very different scales – from approximately 90 m² to over 330 m² – adapted to various event formats and local regulations.

What made it possible to maintain consistency at varying scales
A key element of the project was defining fixed components of the stand system that remained unchanged regardless of size or location. The architectural structure, color scheme, proportions and visual communication created a recognizable brand standard. What changed was scale and layout – not identity.
As a result, each stand was instantly recognizable, even when it differed in size or functional layout.

Operational flexibility without organizational chaos
The system-based approach made it possible to smoothly adapt the stand to the requirements of specific trade fairs and organizer regulations. Instead of going through a full conceptual process each time, the team worked with proven solutions and adjusted them to the particular event.
This translated into shorter decision-making processes, fewer late-stage corrections and greater predictability of execution.

What changed on the management side
For the event manager, this meant simplified planning and coordination of subsequent events. For the CEO, it provided better cost control, brand consistency and reduced operational risk. Instead of managing multiple parallel projects, it became possible to develop one system over the long term.

Conclusions for companies planning a series of trade fairs
This cooperation shows that scaling a stand does not mean copying a project, but creating a system that can be consistently developed. One concept, one partner and clearly defined standards allow a company to focus on business objectives rather than solving operational issues before each event.
Planning to participate in several trade fairs in different locations? Let’s talk about a system-based approach that ensures consistency and control as your scale grows