There has been a tendency in recent years for glamour and stand design to drive the process of exhibitions. So what you are seeing is bigger more impressive stands and more architectural mass. Now this has got a couple of challenges. The first is that it is not necessary the greenest route to follow and secondly, for people who don't know your company that might be offputting. It is a delicate balance to strike. You need to strike a balance between scale, credibility, market presence, against the idea that you are creating a mausoleum or a barrier to entry. It is why it is so important that when you are briefing the stand design, you work with a company who is very comfortable with you and your company methods, aims and brand values and they create exhibition space which reflects your company, and doesn't reflect their desire to create a great looking stand that is simply about the scale.
