As a Sydney-based exhibition designer, Ove Prado often conducts his own survey of trade shows. He tries to work out, from what he sees, the purpose that each stand is playing in that company’s marketing strategy. All too often, he says, the message is confusing and some designs actually drive customers to walk straight past
Renting space at a trade exhibition, designing a stand, having it built and staffing it for the duration of the exhibition shares some of the essen…