How to design an exhibition stand that attracts visitors?

Designing an impactful exhibition stand: the essential keys

Taking part in a trade show is a fantastic opportunity to showcase your brand, meet new clients, and strengthen your position in the market. But with competition becoming ever more visible, how do you design an exhibition stand that attracts visitors at first glance?

At PLUO, we have been supporting ambitious brands for over 35 years with tailor-made, sustainable, and innovative stand solutions. 

In this article, we share the essential keys to designing an impactful exhibition stand—from concept to staging, including technology, ergonomics, and environmental impact.

1. Start with a strong and immersive concept

A successful stand begins with a clear, original idea translated into an immersive world. Creating a coherent theme, directly linked to your brand identity, allows you to immerse visitors in your universe from the very first step.

For example, at Autotechnika, we designed a fully immersive “garage” atmosphere for LKQ, and for the D’Ieteren Group at the Brussels Motor Show, we created a lounge area with a library-inspired décor - intimate, sophisticated, and perfect for quality conversations. A unique stand design is, above all, a strong message smartly staged.

2. Focus on layout and visitor flow

A stand is not a static showcase, it is a space for circulation, interaction, and discovery. When designing your stand for any professional event,, it’s crucial to define clear zones: reception, demonstration, discussion, storage…

A well-thought-out layout naturally guides the eye and visitor movement while avoiding visual clutter.

3. Create visual impact with an eye-catcher

To grab attention right at the entrance of the show, nothing works better than a striking visual element: a suspended structure, a sculptural shape, a giant screen...

That’s exactly what we created for Toyota at the Brussels Motor Show: in 2024, a giant elliptical structure clad in wood, greenery, and screens; in 2025, the same ellipse transformed into an illuminated, suspended centerpiece. This signature element drew a constant flow of curious visitors.

Other eye-catchers by PLUO:

• LKQ at Autotechnika in Brussels → A 6-meter Rubik’s cube, designed as a strong visual landmark that structured the space.
• Audi at the Brussels Motor Show → A monumental arch, elegant and striking.
• SunChemical at European Coating Show in Nuremberg → A stand built around imposing trees, symbolizing their product ranges and sustainable approach.

4. Integrate interactive technologies

A modern stand is also a lively one. Touchscreens, immersive videos, augmented reality—interactive technology has become indispensable.

Examples include: an interactive 3D screen at Pierret; suspended cube screens for dynamic displays at Fermentis; and for Toyota, an XXL curved screen that gave visitors a truly immersive experience. These tools enhance the user experience and highlight your offer in an innovative way.

5. Use lighting as a scenographic tool

Lighting does more than simply illuminate, it structures, enhances, and gives rhythm to your space. With Doyen, Lexus, Volkswagen, and many others, we created dynamic lighting effects that emphasized the staging of the stand and its products.

Also consider colors: a carefully chosen palette reinforces the coherence of your visual identity.

6. Provide rest and meeting areas

A welcoming stand is also one where visitors can breathe and have quiet discussions.

We designed comfortable lounge areas for the D’Ieteren Group brands, and private meeting rooms for Tereos and SunChemical. These private spaces improve the quality of conversations and show that you are attentive to your visitors’ needs.

7. Offer an engaging animation or playful experience

Stand animation is a powerful tool to generate traffic. At Volkswagen, a simple interactive photo booth created long visitor queues and viral content. At SEAT, a skateboard ramp boosted activity around the stand. Škoda focused on cycling, while Cupra captivated crowds with an immersive video animation.

A well-designed animation turns a passing moment into a memorable experience.

8. Mettez vos produits en scène

Instead of simply displaying your products, highlight them in a realistic context. At Batimat, Technichem demonstrated the effectiveness of its treatment with a real sink installation.

This is also the opportunity to combine design, storytelling, and live demonstration for a stronger message.

Other PLUO examples:

• Pierret at Batimat in Paris → An interactive exploration of their products.
• AISIN at Automechanika Frankfurt → Use of illuminated tables to optimize product presentation.

9. Make your stand a model of sustainability

A stand can also reflect your values. Today, sustainable exhibition stands are a strong expectation from both visitors and partners.

At PLUO, we provide a CO₂ impact calculator for each project, along with reusable solutions such as Alluvision modular stands. 

For example: Milexia, which reuses the same base stand at different trade shows, adapting it each time to the available space.

10. Don’t neglect signage

Illuminated signage is essential to guide, inform, and enhance your brand visibility. A well-placed sign, visible from afar, ensures no visitor misses you.

At AISIN, we integrated a suspended, backlit logo visible from 360°, perfectly blending into the structure.

Design a stand to remember

A successful stand is useful, strategic, and memorable. It helps you capture attention, embody your brand, build connections, and generate leads.

At PLUO,designer and manufacturer of exhibition stands, we leverage our expertise to imagine creative, modular, and responsible solutions aligned with your marketing goals and brand values.

Whether you need an event stand contractor, an original trade show booth concept, or a custom-built exhibition stand, our team supports you from idea to realization—for a stand that attracts, engages, and leaves a lasting impression.

Let’s talk about your next project.