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Trade Show Displays With European Flair

by: Dick Wheeler

Ever wonder what makes a look feel “European” rather than “American”?  Is it a design style, a sense of flair, or a difference in attitude?  The answer is all three.  The same differences apply in trade show exhibiting.  In the U.S. the thrust of the trade show display booth is often product-oriented and sometimes solely focused on sales and marketing. In Europe, however, the trade show display is viewed as a way to showcase the personality of the entire company, not just a particular product line.
Exceptional trade show exhibit quality combined with superb design, crowd-pleasing features and durability are the norm in Europe. European trade show exhibitors also demand greater attention to quality, detail, functionality, and longevity in their trade show displays than is customary for American trade show displays.
Part of the reason for this is that trade shows and exhibitions in Europe last much longer and are usually more costly for participants.  Unlike the U.S. with its disposable mentality, European trade show exhibits are meant to last for years.
The question, then, is how to blend the two by having a trade show exhibit in the U.S. that combines European flair with quality of design as well as durability.

To be fair, the trade show display market in the U.S. already has a heavy foreign influence incorporating various types of light weight metals and fabrics.  But when you add crisp, compelling design and durability to the mix, you gain the key ingredients to evoking a European style trade show exhibit. 
Many trade show exhibitors want to know how to capture the essence of European style in their trade show booths in the U.S.  The solution is to adhere to the following four principles.  They are:

1. Incorporate clean, crisp, elegant design lines.  
   Design your trade show exhibit with clarity in mind.  Use low-key, eye-catching aesthetics to showcase your entire company’s message.
2. Use light-weight, high-tech, top quality materials.

Since trade show display materials and labor, both to build and to erect/disassemble the display, are more costly in Europe, the use of quality, light weight materials can help to reduce labor costs. Use a solid base structure that can utilize very strong, lightweight aluminum extrusions to form the physical and design backbone of your trade show display.  Have a trade show exhibit booth that is durable yet highly transportable.  If you do, you will be able to have a fast assembly and rapid, fool-proof exhibit breakdown saving you time and money.  This way, you get to use quality materials while saving on labor costs.

An example of the European-inspired trade show exhibit is the EuroSys™ display product line.  EuroSys™ display is noted for its clean lines, simplicity of construction, ease of assembly, and use of light weight, high-tech top-quality materials. Using state-of-the-art aluminum extrusion.

About ProExhibits
ProExhibits is an award-winning event and exhibit design, fabrication and management agency serving clients worldwide. ProExhibits is well-known for turnkey, cost-effective solutions. They also create unique events, in addition to custom, modular and portable trade show exhibits and rentals. ProExhibits specializes in exceeding client expectations, exemplified by a 99% customer satisfaction rating. ProExhibits has assembled a highly experienced team of experts. They welcome the opportunity to utilize their combined talents, resources and industry knowledge to guarantee your success.

ProExhibits | 1188 Bordeaux Drive, Sunnyvale, California 94089 | (408) 734-3600 | www.proexhibits.com