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Putting on a show
An industry that has long been affected by the pandemic and the issues that have rippled from it, has been the events industry.
The year 2022 for many marks a year in which business can get fully back to some form of normal as variants ease, vaccines suppress the virus, and companies are now fully prepared for how to deal with disturbances in the future.
Though disruptions throughout the globe can still cause delays and uncertainty, for many, the show must go on, meaning live events and exhibitions are back in full swing.
In order for businesses and exhibitors to make their messages clear and attract visitors to their stands, exhibition stand systems are integral.
With digital screens, boards, sculptures, and interactive displays all making the world of signage, advertising, and graphics more captivating, what can exhibition stands currently offer? And how can adding this service to a business help add additional income?
Showcasing your wares
Whether it be for a product fare, open day, or trade show, events like these need exhibition stands. Stands can come in many shapes and forms and be used by businesses for years to come in various situations.
James Prescott, director of GLS Design says: “Exhibition stands, signage and graphics are an integral part of showcasing a company. Graphics and signage can carry striking product images, create a theme, and most importantly display the brand and key messaging that exhibitors want to relay to potential buyers.”
Trade shows and exhibitions are an opportunity to showcase products and form new business relationships
Stands, pull-up banners, and graphic walls are all used in various situations. Whether it be a charity organisation attracting donations in a high street, or a public figure out on their latest campaign, the potential income for these products can be quite substantial, especially if it completes a package or range of services you offer.
Prescott adds: “There are many established national events in the UK, as well as many more local events, from regional trade shows all the way down to farmers markets. There is an expectation along with a website and socials such as Instagram, LinkedIn, and TikTok, for even the smallest of companies to present themselves professionally in an eye-catching way.”
GLS Design is a specialist agency skilled in creative design and project delivery, covering exhibitions, interiors, events, and live experiences. The company has used modular systems within almost every project, large or small.
“There’s no doubt that the signage market can be lucrative for wide-format print companies,” says Alex Mighall from REXframe UK & Europe.
“The estimated direct spending into the events sector for the UK alone stretches well into the billions, with ample opportunities for suppliers to capitalise not only on the branding for a particular event but also the opportunity to offer a company a full office fitout as well,” adds Mighall.
As a lightweight and sturdy aluminium, REXframe is a simple but versatile solution for sign-makers offered through strategically placed distributors and dealers worldwide.
With an eco-friendly approach and integrations with LED lighting and 3D designs, the REXframe system is an example of how sign-makers and graphics companies can make the most of innovative materials and solutions.
Mighall says: “REXframe offers a seamless display using highly durable, structurally sound frames, paired with properly tensioned fabrics, to present a brand with finesse.”
When considering if sign and wide-format companies should consider exhibition stands as an income, Martin Lemiesz, founder and managing director of Lemon Signs, says: “It would be ignorant not to. We sign-makers already have the equipment required together with a skilled workforce who can produce what is required and assemble or install at the venue. If there is the capacity within your business, then you should take advantage of that.”
Unique metals and structures are often used to produce exhibition stands
However, Lemiesz does emphasise caution to new businesses: “Deadlines are unmovable in the world of exhibitions and generally a lot of people are involved. Approvals can come in late and there is often a lot of red tape put in place by venues.
“If you are an experienced sign-maker who has a couple of years’ experience in the trade, transitioning into exhibitions shouldn’t be too difficult, but remember there’s far less flexibility and stakes are high. It’s not a stress-free industry.”
Based in Derby, Lemon Signs, like many sign companies offers a range of services like 3D letters and wall displays. As many of these services align with one another Lemon Signs can use its creativity and various products to make displays bigger and better.
Big stands and booths can incorporate 3D elements, structures, lights, and screens
“We always like to add 3D elements to projects we are involved in as this is what we are good at,” Lemiesz adds.
Alternative materials
When moving into the exhibition stand space, there are many components to consider. Though there are elements that overlap from signage construction as well as the new focuses on sustainability and innovative products, that are all making the sector a lot more diverse.
Sustainable materials have changed the way many graphics companies and event suppliers operate.
The move to fabrics and more eco-friendly solutions like LED have highlighted how much the industry has changed, and how accessible it is to new companies.
“In 2007, very few people were printing on fabric but by 2019 it was used on over 70% of our stands’ graphics. The entry cost to printers have come down, and the advancement in fabric substrates has hugely improved,” says Simeon Wicks, owner and managing director of Tecna UK.
Founded in 2007 by Wicks, the business obtained the sole rights to the T3 modular display system within the UK and Ireland. The system was discovered by Wicks when working with Jonathan Evitt, an “eccentric inventor” and designer of the Crystal Maze Geodesic dome. The system went on to become one of the most used display systems in the exhibition, experiential, and retail market.
Wicks says: “Tecna saw a gap in the market between traditional bespoke stands and modular stand offerings. It also saw the advancement of digital printing, especially within the fabric printing market which has made the quality of finish we see possible today.
“The Tecna T3 display system was designed to access the fabric market, whilst also allowing more printers commercial solutions to include as part of their overall offers.”
Speaking about the increased popularity of fabrics, and their sustainable credentials, Wicks adds: “In 2009 we struggled to even find a consistent supplier, yet now we find better, more suitable products every day.
Tecna had humble beginnings, operating out of its founder’s bedroom before expanding
“The recent introduction of large LED walls has a big impact on what clients see as standard tech. We even hold rollable LED screens as part of our offering, but it will be another ten years before digital technology impacts the exhibition industry in the same way it has impacted the likes of sports stadiums.”
Wicks also states: “Sustainability is now considered an action, not just a tick box. It’s good that the “build and burn” phrase is something we left behind in the nineties, and important to us all as part of our legacy and how we do things better and in more eco-conscious ways.”
Mighall agrees that fabric systems have revolutionised the industry and are a fantastic way to create a more sustainable, and reusable industry: “Fabric framing systems are without doubt a growing sector in the events and exhibitions industry.”
He adds: “Rather than having to rely on unsustainable custom-built stands that are then disposed of after a single use, companies can now create stunning displays with modular framing kits that can then be reused, recycled, or repurposed.
“Furthermore, users can reduce their carbon footprint even more by being able to ship the same size stand in much smaller packaging, plus, any fabric elements can be folded for transportation. As more and more people become aware of the benefit of fabric tensioning systems, such as REXframe, their popularity grows exponentially.”
What’s ahead?
The practicality of adding a service like exhibition stand systems to your business solutions may seem like a daunting one, but the innovations and trends taking over the industry can help open the doors to new investments and avenues for your company.
Jeff Bufton, head of operations at Signs Express, says: “We’ve seen soft signage and fabric displays have a big impact on exhibition stands. Practically, they allow for lighter systems on the smaller displays as well as seamless, one piece displays for larger areas.
“Digital signage is also something that we are seeing more and more at shows with rentable tiled LED walls and more powerful graphics packages giving more creative, cost-effective solutions that deliver the wow factor.”
Whether a company deals with wide-format print or digital solutions, your existing products can be expanded into new avenues.
“Both modular aluminium systems and tubular fabric displays are great entry level systems that allow companies to create larger, more interesting displays without the need for bespoke carpentry stands and large install crews,” says Bufton.
Prescott adds: “The quality of printers and what substrates you can now print onto has been innovative, but the biggest ‘innovation’ must be affordability of modular systems.
“Having worked with a market-leading American stand system, Skyline, I can confidently say that the costs have come down compared to 15 years ago, and the quality has gone up. We have been using the European system beMatrix for small stand spaces as it has the capability of incorporating LED walls, graphics, shelves, digital signage, and lightboxes.”
Speaking about the technology businesses can invest in, Mighall says: “Anyone looking to offer solutions for the exhibitions and events industry should be looking at fabric tension framing solutions. They are undoubtably the future of the industry and a fast-growing sector for the marketplace.
Mighall adds: “If you’re looking to produce the print yourself in-house then I would also say a 3.2m dye-sublimation solution such as the HP Stitch S1000, would be great to offer you the best all-around versatility. With dye-sub you can print onto a wide variety of materials and get stunning results whether it be frontlit or backlit applications.”
The range of experience and history sign-makers can pull from is nothing but beneficial. Partnerships and collaborations have allowed the signage and exhibition stand sectors to keep growing and expanding.
A company like Very Displays, which designs and supplies indoor and outdoor display solutions for events, retail, and outside spaces, has a broad range of knowledge thanks to its experienced team members.
Marketing manager for Very Displays, Kirsty Corcoran, says: “Our bread and butter is events, trade shows, and exhibitions, and we have a team with over 50 years’ combined experience working in the events industry, supplying hardware and graphics to help companies brand and bring together their exhibition stands.”
Trade shows and exhibitions are the lifeblood of many industries to showcase products and seek new business relationships”
Offering some advice to newcomers to the sector, Corcoran says: “Offering a range from the full branded back walls to the smaller details like desktop banners to communicate essential company information, should be on the top of the agenda.
“As the exhibition world comes back to some normality and we all get back to face to face events, it is now more than ever, key to make sure your event space really communicates your company or services in the right way.”
As the exhibition world comes back to some normality and we all get back
to face to face events, it is now more than ever, key to make sure your
event space really communicates your company or services in the right
way”
The pandemic, supply issues, and Brexit have all caused hurdles for businesses when trying to operate as usual. With a new focus throughout the globe on engaging with each other through events and meetups, 2022 is set to be an exciting year for exhibitions.
O Factoid: According to a UFI Covid Report in 2021, the global exhibition industry contracted by 68% in 2020 O
“2022 brings an exciting year for Very Displays with the launch of our new price list, as well as four new unbranded marketing brochures to aid our trade customer to secure further business,” says Corcoran.
“We are equipped better than ever to service the print and display trade as demand increases and new innovative solutions are required.”
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