One Modular Exhibition Kit, Two Global Hotel Brands

We've designed exhibition stands for two major hospitality groups, Radisson Hotel Group and IHG Hotels, across the industry's recurring circuit of shows: IHIF, AHIF, FHS in Saudi Arabia and Dubai, IHITC, and more. It's a different kind of brief to a single standalone exhibition stand like the ones we've built for other clients, because the same brand needs to show up, credibly and consistently, across several different cities and shows within a single calendar year, not once.

That constraint changes the design process from the start. A one off exhibition stand can be designed around a single moment, one city, one audience, one story. A stand that needs to travel across IHIF one month and FHS Dubai the next has to be designed as a system: modular components that can be reconfigured for different floor plans and different footprints, a visual language robust enough to hold together even when the exact layout changes from show to show, and production specifications that a local contractor in a different country can actually build to spec without our team on site every time.

For Radisson, that meant building stands that read as one consistent brand presence carried from show to show, rather than each stand looking like a separate project starting from a blank page. For IHG, working across an even wider spread of regional events, the challenge was similar but at greater scale: enough consistency that IHG's presence feels unmistakably like IHG wherever you encounter it, with enough flexibility built in that the system doesn't buckle when a venue's floor plan is nothing like the last one.

The lesson that's carried across both projects is that modularity is a design discipline in its own right, not a compromise made when a bespoke stand isn't affordable every time. A well built modular system, done properly, gives a hospitality brand more consistency across a year of shows than a series of one off stands ever could, because the visual language doesn't get reinvented, and re-argued, every single time. The best version of that system is one nobody visiting a single show would ever guess was designed to be rebuilt somewhere else next month.