“Group stands
are creations
of individuality
and totality.”

Project Manager WTSH: Timea Vasas

The Business and Technology Transfer Corporation of Schleswig Holstein (WTSH) regularly presents joint stands at Husum Wind, a trade show for alternative energies. In 2019 and 2021 WTSH added eight exhibitors, including technology companies, certification institutions, start-ups and investors. In other words, a diverse group that had to be presented in one setting.

The 120 square meter stand was separated into individual exhibits and a shared area with lounge and bar. When assigning the locations, it was necessary to take account of the preferences of some exhibitors: for a corner location, placement next to other exhibitors, or separate areas for graphics. Others came with heavy machinery or required special connectors. And the stands had different sizes. Given that the exhibit area was open, there was a high risk of inconsistency in the overall appearance.

“The True North” was the common theme for the group stand in 2019. The exhibit was designed according to the style guide of the state of Schleswig Holstein. Snack counters that are typical of the snack stands in northern Germany, wicker beach chairs and a maritime feeling brightened up the scene and created a common optical and thematic appearance. The stand met with such enthusiasm that a similar look was planned for the 2021 Husum Wind exposition.

The Corona pandemic has since taken its toll: The exposition was in danger of being cancelled, exhibitor budgets had been cut and hygiene regulations, the prices of materials and the need for very careful organization were driving costs up – and there were difficulties in obtaining some of the most normal things. Even plants were difficult to get.

We mastered the task by using many elements from the 2019 exhibit that were still like new, choosing simpler versions for flooring and furniture, recalculating walking distances and corridors. Moreover, we pledged to all partners that we would meet deadlines and communicate each modification immediately. This was the only way to keep production risks acceptable. And it worked: A stand of similar quality and with Covid-safe precautions remained within the tighter budget, was a full success and fulfilled the promises made in the planning stage.

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