Choosing the right exhibition stand is one of the most important decisions you’ll make when preparing for a trade show. Your stand isn’t just a physical space — it’s a strategic marketing tool, a brand statement, and often the first impression attendees have of your business. The right stand type can elevate your visibility, support your sales goals, and create meaningful engagement. The wrong one can limit your impact and waste your budget.
With so many options available, from shell schemes and space-only plots to modular systems and fully bespoke designs, it can be challenging to know which route to take. Each stand type comes with its own advantages, limitations, and ideal use cases. The key is choosing a solution that aligns with your goals, your brand, and the experience you want to deliver.
Below, we break down the main exhibition stand types and help you decide which one best suits your business objectives.
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Shell Scheme Stands: Simple and Budget-Friendly
Most large event spaces allow you to choose whether you want a shell scheme stand with walls in place or a space-only booth where you can custom-build your entire exhibition stand. A shell scheme is the most common entry-level stand format. It’s a pre-built structure provided by the event organiser, typically consisting of aluminium poles and plain walls, where you attach your graphics to create your stand. It’s a blank canvas to work with, and you’ll want a graphic designer to create something eye-catching specific to your brand.
Best For:
- First-time exhibitors
- Small businesses or tight budgets
- Low-complexity displays.
Advantages:
- Cheapest way to exhibit
- Pre-installed walls, flooring, and electrics
- Fast and easy to personalise with graphics.
Limitations:
- Limited space for creativity
- Uniform appearance can make it harder to stand out
- Restricted wall load-bearing for heavy screens or shelving.
When to Choose It:
If your goal is simply brand visibility on a budget or you’re testing whether exhibitions are effective for your business, a shell scheme is a safe and practical starting point. It’s easy to set up yourself, and use them again if you store them in protective tubes.
Modular Exhibition Stands: Flexible, Reusable, and Cost-Efficient
Modular exhibition stands are made from custom-made, reconfigurable panels and structures built from pre-manufactured components that can be rebuilt in different layouts for different shows. They’re becoming increasingly popular thanks to their balance of creativity, sustainability, and long-term value.
Best For:
- Brands attending multiple events
- Companies focused on sustainability
- Exhibitors wanting premium impact and more flexibility.
Advantages:
- Reusable and reconfigurable
- Lower long-term cost than bespoke
- Less waste and more eco-friendly
- Professional, polished appearance
- Ideal for travel or multi-show schedules.
Limitations:
- More expensive than the shell scheme
- Requires careful design to maintain uniqueness.
When to Choose It:
If your goals include long-term exhibiting, budget control, or adapting to different stand sizes, a modular stand is often the smartest choice.
Custom Bespoke Stands: Immersive and Completely Unique
A bespoke stand is fully custom-built and designed specifically for your brand. It’s the premium option for exhibitors who want to make a bold statement. It’s often a one-off build for the greatest impact or for a specific event, but parts can often be reused or reconfigured depending on the design.
Best For:
- Product launches
- High-traffic events
- Brands prioritising creativity and experience.
Advantages:
- Unlimited design potential
- High-impact presence
- Fully tailored to your brand
- Ideal for demonstrations and immersive experiences.
Limitations:
- Higher cost
- Longer build and design time
- Not always reusable.
When to Choose It:
Choose a bespoke stand if your goal is maximum impact, strong brand storytelling, or creating an interactive, memorable visitor experience. If you feel you must “go big or go home” for a specific event, then bespoke stands are the way to go.
How to Match Your Exhibition Stand to Your Business Goals
With a clear understanding of the different stand types, the final step is aligning them with your objectives. Consider the following when making your decision:
1. What is your main event goal?
✔ Lead generation → Modular or bespoke
✔ Brand awareness → Space-only or modular
✔ Cost-efficient presence → Shell scheme
✔ Product demonstrations → Bespoke or modular
✔ Multiple events per year → Modular
2. How important is visual impact?
High-impact goals require flexibility and customisation. Space-only and bespoke stands offer the strongest presence, while shell schemes require more creativity to stand out.
3. How many events will you attend?
If you’re exhibiting more than once a year, modular stands offer the best long-term value. Single events may justify a bespoke build if impact is the priority.
4. What is your realistic budget?
Low budget → Shell scheme
Medium budget → Modular
High budget → Bespoke
Remember: the most expensive option isn’t always the best. The right stand is the one that supports your goals.
Final Thoughts
Choosing the right exhibition stand type isn’t just about aesthetics; it’s about strategy, goals, and long-term value. Shell schemes offer simplicity and affordability. Modular systems deliver flexibility and sustainability. Bespoke builds create unforgettable experiences.
By understanding what each option offers and matching it to your marketing objectives, you’ll be able to create an exhibition stand that works harder for your business — not just for one event, but for your entire exhibition strategy.