Upgrading to a larger booth space such as a 20×20 or 30×30 opens the door to custom exhibit design. A custom exhibit can command attention on the show floor, but success requires preparation. By planning carefully, you can ensure your team builds a booth that meets both budget and branding goals.
Set Your Budget Early
A clear budget prevents surprises during the design process. Custom exhibits are often priced at $150+ per square foot, depending on complexity, shipping, and labor for installation and dismantling. International exhibitors should note that costs in the U.S. can be higher than expected. Establishing budget parameters before engaging with an exhibit house keeps the project realistic and efficient.
Budget Factors to Consider
- Size of the booth (20×20, 30×30, or larger)
- Shipping and drayage costs
- Installation and dismantling fees
- Level of customization desired
Align Stakeholders on Goals
Custom exhibits succeed when all stakeholders agree on objectives. Before meeting with a design partner, bring decision-makers together to define:
- Brand identity and messaging
- Demonstration requirements
- Audio/visual needs
- Overall objectives for the show
This alignment ensures the exhibit house receives clear direction and avoids conflicting expectations later in the process.
Establish a Theme or Vision
A custom exhibit should communicate your company’s identity. Many teams know they want something unique but struggle to articulate a vision. Work with your exhibit house during discovery calls to explore themes that align with your brand. Designers can refine ideas and translate them into visuals, but having a starting vision speeds up the process and produces better results.
Questions to Ask When Defining a Theme
- What story do we want to tell?
- How does this support our brand identity?
- What creative boundaries should be considered?
Make the Process Collaborative
Custom exhibits are most successful when the process involves ongoing collaboration. Account executives and designers can guide you through strategy, visuals, and functionality to create a booth that resonates with your team and audience. As Absolute Exhibits has seen with clients, early clarity on goals and budget consistently leads to smoother builds and more impactful results.
Key Takeaways
- Decide on budget parameters before approaching a design partner.
- Align internal stakeholders on brand, messaging, and booth needs.
- Define a theme or vision that reflects your company identity.
- Work collaboratively with your exhibit house for best outcomes.
