“All architecture is shelter, all great architecture is
the design of space that contains, cuddles, exalts, or stimulates the persons in
Philip Johnson, one of the great American architectural minds of the twentieth
century, has played an enormous role in both understanding and creating the
urban skylines of our country. As a historian, curator and a defining architect,
he had a profound influence on the future generations of architects. It was he
who said, “And the reason these buildings go up so close to each other is
because people want to be next to other people.” He was talking about the
buildings on the Wall Street.
Some great points to keep in mind when designing a space for trade show venues:
The key in designing a memorable trade show booth space lies in taking advantage
of the depth of the space. Think of the layout of the booth design as an
opportunity to provide layers of information that incorporates intrigue and
surprise. The outskirts of the booth serves as a “warm up” platform for the
audience. Make it appropriately exciting and enthusiastic for the headliner.
In the above trade show exhibit design, the perimeter had sheers drop down from
the ceiling, interspersed with bar stools and tables. The texture of the fabric
sheers tickled the curiosity of the bystanders. To foster ambiance decorative
ceiling was placed. It served two purposes: space was defined and the mood was
The middle area should be used to highlight the key features of your product. In
this case the center was used for serving stations. This is the place where you
get to know your audience intimately. You exchange ideas and you qualify your
target. Towards the back of the exhibit is the big pay off. This where you get
to negotiate deals with your per-qualified target.
In a world where conducting virtual businesses are the norm, trade shows are the
last vestiges of face-to-face interaction. Design it effectively so that you may
reap the maximum benefit.