We recently held a workshop in partnership with LAPADA, the membership organisation for the fine art and antique trade, sharing tips on how to maximise sales at exhibitions and fairs. Called Onto your Stand and into your Brand, the talk was a great success so we thought we would share some of it with you.
Here are our 4 Do’s and 4 Don’ts of exhibition stand design:
1. Do have a focus (Don’t clutter things up)
Having a hero piece on your stand as the focus of your design is a good idea. It doesn’t have to be your most expensive piece, it just needs to look interesting. Position it in a way that people want to come closer. Perhaps set it at the back, against an interesting coloured wall. It will help draw the eye, and then the feet, towards it.
2. Do add intrigue (Don’t give it all up from the aisle)
We have all walked past perfectly lovely stands, where we can see that everything is beautifully displayed. But we just kept walking. However small your stand, make sure there is something to discover, be it interpretation text or a smaller area through an arch. No one ever got their cheque book out in the aisle.
3. Do add atmosphere (Don’t be bland)
The best stands draw you into another world, the realisation of a gallery’s vision or brand. A fair owner we know had a call the day after the fair from a collector who wanted to buy ‘the horse painting on the grey stand’. They never found the right one.
4. Do consider functionality (Don’t make life uncomfortable)
You will probably be on your stand for a long time. Where are you putting your shopping, storing the catalogues, charging your mobile phone or even having a sit down? If you are comfortable and relaxed then you will be able to build relationships with clients better and more likely to make new ones.