Command the room
When the Covid-19 pandemic hit the world in 2019 and industries such as retail, hospitality, and events and exhibitions were forced to close, postpone, and cancel, the future for these areas of business seemed bleak.
During the pandemic, event organisers were forced to adapt and diversify with a number of events trialling digital versions with webinars being held left right and centre.
This impact can be seen in the figures with Statista reporting the annual revenue of global exhibition and trade show industry declining by 68% in 2020 compared to the previous year. This saw over two million jobs affected worldwide.
O Factoid: The global events and exhibition market is now expected to reach $50.01bn (£39.94bn) by 2027 with a CAGR of 3.54% O
Fast forward to today and things have very much stabilised with in-person events having returned with strong visitor numbers and positive feedback being reported. The global events and exhibition market is now expected to reach $50.01bn (£39.94bn) by 2027 with a CAGR of 3.54% during this period according to Mordor Intelligence.
The environment is also an important topic to consider when discussing the exhibition industry with events typically requiring short-term graphics and signage with little trace of disposal after use.
Thankfully more options are being offered all the time with companies such as Reconomy, CarbonQuota, Dufaylite, and Antalis all providing either sustainable substrate options, or recycling and end-of-life schemes for graphics.
Textiles are Booming
One area of the exhibition stand system sector that is reported to be rising in popularity is the use of fabric for graphics. Newport-based Ottimo Digital confirmed that this has been the case for the company on a recent visit to its site.
Ottimo Digital says textiles are increasingly popular choices for exhibitions
Founded in 2010, Ottimo specialises heavily in the supply of print to the exhibition market with the company producing work for events and exhibitions across the globe.
Investments in EFI technology has meant the company has been able to move up from 3.2m production to 5m production and offer more to its customers – both trade and end-user.
Lee Crew, company director of Ottimo explains that at the start of the business’ inception, Ottimo was producing a lot of print to vinyl, mounting it to Foamex, and sending out panels to exhibition contractors.
“Over the years that’s changed, we’re now doing a lot more fabric and textile print and we’re supplying a lot of wraps for exhibitions which are textile and soft signage,” he says, adding: “This is much more popular these days.”
Crew continues: “There’s a lot more demand these days for the soft signage and silicone edge systems are becoming much more popular. We’re doing a lot more print for those types of systems.”
Nick Lindwall, also a company director of Ottimo reiterates that the growth side of the exhibition space has come from modular systems and textile fabric with the company seeing a lot of growth uptake in that area.
Nick Lindwall, a company director of Ottimo Digital
The environmental side of the signage and graphics industry is something that Ottimo feels needs to improve with Lindwall saying it’s as much about reusability as recyclability.
“We do use materials that are eco-friendly and inks that are water-based and eco-friendly but I think the key is when you pair those with a modular system you get a print that can be used and re-used several times over and I think that’s part of a bigger picture of recycling.
I think a bit of joined-up thinking is needed. We don’t have a lot of control over what happens to the printed product once it leaves us”
“I think a bit of joined-up thinking is needed. We don’t have a lot of control over what happens to the printed product once it leaves us. So, it’s thinking about the full lifecycle of the print once it goes into the exhibition hall, how it gets taken away, and disposed of if it needs to be disposed of. So I think it’s a case of joining all those processes together.”
Soft Signage Solutions
Another company that produces fabric soft signage solutions for the exhibition and events industry is Very Displays. Kirsty Corcoran, marketing manager of the company says Very sees the trend of using soft signage for exhibition stands growing with the percentage of orders for tube and fabric displays increasing over traditional PVC banner vinyl solutions.
“Firstly, fabric graphics are incredibly easy to use, assemble, store, and transport from show to show,” Corcoran says, adding: “The range of fabric products we offer are all washable meaning they can be reused multiple times, reducing waste, and making them even more hassle-free.
“Aside from the practical benefits soft signage can have a more premium, stylish look with seamless branding and no harsh joins! For us, it’s our go-to for any event we attend and a solution we recommend to our trade customers.”
Commenting on the issue of correct and responsible disposal of graphics after an event, Corcoran says that with the right product choice you can negate the need to dispose of signage after being used on your event stand.
When Very does exhibitions, the company ensures it uses reusable products like its Tube Fabric Display back walls and Tube Counters, all of which are washable and reusable so don’t need to be thrown away after use.
The Modular Tube Fabric System with connectors and joining feet means people can use multiple sized walls to configure different spaces and use them time and time again.
“We are certainly seeing a growth in the industry beyond just one-use shell schemes, and an understanding that event kits don’t have to be short life anymore with the right product selection and design.
“This is where our Modular Tube Fabric Display systems come in handy to re-configure and reuse the same kit for multiple shows. Another trend we’re seeing is the use of illuminated signage (all LED environmentally friendly options) to stand out from other exhibitors. For instance, our illuminated SEG pop-up which is configurable for different spaces, as well as our LED lightboxes becoming popular choices.”
Bye PVC, Hello Honeycomb
From soft signage and textiles to sustainable alternatives to rigid solutions such as PVC, MDF, and PUR foam boards traditionally used for exhibitions. There are a couple of board options on offer namely Dufaylite’s UltraBoard honeycomb board solution which is supplied by Premier Paper Group, and Antalis’ Xanita Board.
Dufaylite’s UltraBoard supplied by Premier Paper Group is a honeycomb solution
Premier Paper Group made a lasting impact, as it often does, at Sign and Digital UK in March.
The company teamed up with newly acquired merchant GPMI to demonstrate its standout display materials.
Designed and produced by DCE, a West Midlands-based exhibition contractor, the 2023 SDUK Premier stand saw many elaborate elements incorporated in the space-themed stand.
Features included a ‘zero-gravity’ zone for photos, a Space Invaders arcade console, and a model UFO suspended from the ceiling beneath a large ring banner, making Premier’s stand noticeable from anywhere in the hall.
“Our stand at last year’s SDUK was ‘Back to the Future’ themed and incredibly popular with visitors. So our 2023 presence had to have just as big a visual impact, if not better,” explains Brad Goldsmith, marketing manager of Premier.
“We always aim to create a talking point at the exhibition, before, during, and after the event. We aim to achieve this with a stand that is both aesthetically and physically engaging, incorporating as much of our product portfolio as possible. Based on our badge scans, this year’s SDUK event was our most visited stand to date.”
Recycled End of Life
Recognising the ever-increasing need for innovative and sustainable sign and display materials, Antalis launched Xanita Board, an engineered fibreboard manufactured with part re-pulped post-consumer paper core and FSC-accredited liners.
“Xanita is entirely reusable,” explains Paul Neale, visual communication product manager at Antalis. “Its modular structure means it can be adapted to different size requirements and offers interchangeable walls and displays for a range of stand variations that can be reused over a number of events, as well as being 100% recyclable.
“Xanita is a closed-cell fibreboard manufactured with a part-recycled kraft core that is 100% repulpable in standard wastepaper streams and can be fully recycled at end of life. Stands produced using Xanita can also be reused and repurposed with clients often using them in their own showrooms after the events.”
Another benefit of Xanita Board highlighted by Neale is its lightweight structure which can be flat packed for transportation to and from events, saving on space and cost, and reducing the chance of damage.
Xanita Board from Antalis is an engineered fibreboard made with part re-pulped post-consumer paper core and FSC-accredited liners
Antalis has demonstrated the properties of Xanita at recent exhibitions itself.
Last year, the company created two exhibition stands both produced using Xanita.
The company’s Sustainable Street exhibition stand at the 2022 VM & Display Show had sustainability at the heart with the entire stand manufactured from a wide range of sustainable materials. The stand went on to win a Platinum Award at the World Exhibition Stand Awards.
So, despite the questions around sustainability, there are a number of sustainable options with end-users and brands moving away from the traditional exhibition stand options and into more modular and textile options. This goes to show how ever-evolving this area of the market is and that there are plenty of ways for sign-makers to capitalise on these trends and demands.
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