Stand and deliver: the art of exhibition storytelling

Exhibitions and trade shows aren’t just brand battles for attention, they’re theatres of persuasion. For Dan Colborne, Executive Creative Director at Identity, a stand isn’t a structure. It’s a story. A moment. A memory in the making. Here, he shares how to create exhibition experiences that truly stand apart. 

Trade shows and exhibitions are very often the Colosseum of brand presence; noisy, crowded, and fiercely competitive. Booking a plot of floor space isn’t the strategy; it’s just the starting line. The real opportunity lies in what you do with it. Your stand is a live, three-dimensional expression of your brand’s creativity, confidence, and clarity. But with a thousand distractions pulling focus, how do you ensure people don’t just pass by, they stop, stay, and remember? 

The answer lies in creating an experience. A stand isn’t just a physical space; it’s a stage where your brand story unfolds. Done well, it captures attention, sparks conversation and, crucially, lodges itself in the memory long after the event doors close. 

Story first, design second 

The most impactful stands don’t rely on size or gimmicks; they tell a story. Before you sketch a design or spec out materials, ask yourself: what’s the narrative? Are you introducing a new product? Demonstrating your expertise? Solving a pain point no one else has nailed? 

A well-crafted stand experience guides your audience through that story. From the initial visual impact to the tactile experience of interacting with your brand, every element should reflect the core message. Think of it like storyboarding a short film; every frame (or square metre) has a purpose. Curate the journey: an inviting entrance, a clear central experience, and a purposeful exit. You’re not building a stand; you’re scripting a scene. 

Engage the senses 

Great stands create moments, and moments come from engaging the senses. Use lighting and sound to set the mood, tactile materials to invite interaction, and scent or taste to forge deeper sensory connections. Interactive elements, whether it’s product demos, live presentations, or creative tech like augmented reality (AR) or virtual reality (VR), give guests something to do, not just see. 

But balance is key. Don’t overload visitors with noise or complexity. Keep the experience clear and intentional. One strong, well-executed activation will always resonate more than a dozen scattered ideas. Creativity works best when it’s edited. 

Think beyond the stand 

A successful stand experience doesn’t end at the perimeter. Consider how you’re capturing data and following up. The average trade show conversion window is between 18 and 24 months, so how are you staying in touch? Personalised follow-ups, exclusive content, and targeted post-show engagement can bridge the gap between the event and the decision-making phase. 

It’s not just about the stand itself, it’s about creating a throughline from the experience to the next conversation. Your story doesn’t stop when the event closes. It just shifts chapters. 

Memory is the metric 

Success isn’t measured in footfall alone. The true test of an exhibition stand is whether your guests remember it, and more importantly, remember you. That’s the power of experience: transforming a fleeting visit into a lasting connection. 

Because if your stand isn’t remembered, it didn’t work. And creativity, when done right, is the most memorable thing on the floor.