"All architecture is shelter, all great architecture is the design of space that contains, cuddles, exalts, or stimulates the persons in that space."
Philip Johnson, one of the great American architectural minds of the twentieth century, has played an enormous role in both understanding and creating the urban skylines of our country. As a historian, curator and a defining architect, he had a profound influence on the future generations of architects. It was he who said, "And the reason these buildings go up so close to each other is because people want to be next to other people.” He was talking about the buildings on the Wall Street.
Some great points to keep in mind when designing a space for trade show venues. The key in designing a memorable space lies in taking advantage of the depth of the space. Think of the layout of the booth design as an opportunity to provide layers of information that incorporates intrigue and surprise. The outskirts of the booth serves as a "warm up" platform for the audience. Make it appropriately exciting and enthusiastic for the headliner.
In the above exhibit design, the perimeter had sheers drop down from the ceiling, interspersed with bar stools and tables. The texture of the fabric sheers tickled the curiosity of the bystanders. To foster ambiance decorative ceiling was placed. It served two purposes: space was defined and the mood was set.
The middle area should be used to highlight the key features of your product. In this case the center was used for serving stations. This is the place where you get to know your audience intimately. You exchange ideas and you qualify your target. Towards the back of the exhibit is the big pay off. This where you get to negotiate deals with your per-qualified target.
In a world where conducting virtual businesses are the norm, trade shows are the last vestiges of face-to-face interaction. Design it effectively so that you may reap the maximum benefit.