How to Keep the Same Brand Standard Across More Than One Country

The same brand look at fairs in different countries is kept by adapting the stand to each fair’s hall, floor area and rules. The same stand is not reproduced as it is at every fair: halls, floor areas and technical rules may vary from fair to fair.

Layout and visitor flow depend on the hall and the floor area, so they are handled separately at each fair.

Where the rules differ

Technical rules differ from venue to venue and from event to event; the main differences are in the approval threshold and the submission time. At Messe Frankfurt, according to its portal, the structures that need approval include stands over 100 m², two-storey stands, special structures and structures higher than 4 metres, and separate technical guidelines apply to certain events (Messe Frankfurt stand builder portal ↗). At Koelnmesse, single-storey stands that follow the Technical Guidelines need no approval while special and two-storey structures do, and guest events have different procedures (Koelnmesse Technical Guidelines, section 4.2 ↗). The Beautyworld Middle East guide in Dubai asks for the final stand design four weeks before the event (Beautyworld Middle East exhibitor guide ↗). For approval times in detail, see the article "When Should the Design of a Custom-Built Stand Be Locked?".

Why a drawing alone is not enough

A technical drawing describes a particular space and a particular implementation. In another country the same stand may need to be adapted to a different floor area, hall layout or production method.