Preparation for a trade fair appearance should begin as soon as the show date is confirmed. The overall lead time is often six to twelve months. The stand construction project itself starts later. As IMA guide values, allow roughly four to eight weeks for a rental or modular stand, usually three to six months for a custom exhibition stand, and often six to twelve months for large, double-deck or technically complex projects. The decisive factors are build type, size, exhibits, technical services, permits and approvals. Planning, engineering, manufacturing, logistics and installation are already included in these project timeframes.
Contents
When should planning for an exhibition stand begin?
Two different timeframes matter in trade fair planning: the overall lead time and the planning and production time for the stand itself. The overall lead time is often six to twelve months. During this period, companies plan stand space, exhibition objectives, budget, staffing, travel, promotional materials and internal responsibilities. For trade fairs held every few years, or for halls in high demand, starting considerably earlier can be worthwhile.
When should the stand space be booked?
Stand space can be booked as soon as the organiser opens registration. For large trade fairs, this is often a year or more before the event. The stand builder should be involved at the latest once the stand space, hall plan and technical regulations are available. For large or technically demanding projects, advice can be useful even while the stand space is being selected and assessed.
When should the stand builder be appointed?
The stand builder should be involved as soon as the stand space, objectives and budget framework are reliably defined. The more time available for the concept, coordination and approvals, the more room remains for decisions. The timeframes below are IMA guide values. The binding project schedule depends on build type, size, technical services, permits and organiser deadlines.
| Project type | Guide value | Included in this period |
|---|---|---|
| Rental or modular stand | often around 4 to 8 weeks | planning, adaptations, approvals, preparation, logistics and installation |
| Custom exhibition stand | usually 3 to 6 months | concept, engineering, approvals, manufacturing, logistics and installation |
| Double-deck exhibition stand or complex project | often 6 to 12 months | including structural engineering, structural analysis, technical services and permit planning |
| Adapting an existing stand | depends on the project | depends on scope, new components, graphics, technical services and stand size |
What is included in the planning and production time?
The briefing is followed by concept, design, technical engineering and approvals. Manufacturing only begins once the engineering has been approved. Transport, on-site logistics and installation follow. After the show come dismantling, return transport and, where agreed, storage of reusable components.
Planning fundamentals before the first design
Before the first design, objectives, functions and constraints need to be clear enough for a workable floor plan to emerge. Open points may be documented and worked on with assumptions for the time being. They do, however, need a clear decision date.
Which decisions are required?
| Topic | To be defined before the design |
|---|---|
| Exhibition objectives and target groups | the contacts, conversations and presentations you want to achieve |
| Exhibits | products, dimensions, weights and required connections |
| Stand functions | areas for presentation, consultation, hospitality, storage or events |
| Stand space and stand configuration | open sides, hall access, neighbouring stands and technical connection points |
| Budget framework | scope for stand construction, technical services, logistics and supporting services |
| Future appearances | reuse of components, graphics or furniture |
| Approvals | decision-making responsibility for concept, budget, engineering and artwork |
What information does the stand builder need?
The more complete the briefing, the more precisely the concept, schedule and quotation can be developed. For an initial assessment, the following information matters most:
| Area | Information required |
|---|---|
| Project | show dates, venue, exhibition objectives, target groups and budget framework |
| Stand space and technical services | size, location and shape of the space, hall plan, organiser regulations as well as exhibit data and connection ratings |
| Design and use | required stand functions, build type, corporate design, artwork and print data |
| Organisation | internal contacts, people authorised to approve and binding decision dates |
Corporate design documents, images of previous stands and details of existing components add to the briefing. On this basis, the suitable build type and the possible degree of reuse can be assessed properly.
Build types and cost factors at a glance
Which build type suits the project?
The right build type follows from the exhibition objectives, stand space, intended brand impact, future appearances, schedule and technical requirements. An initial classification helps with the selection. The final solution comes out of the specific briefing.
| Build type | Particularly suitable when ... | Points to consider |
|---|---|---|
| Modular or system stand | flexibility, reuse and a generally shorter lead time are important | floor plan, graphics, fittings and special components remain project-specific |
| Custom exhibition stand | the brand, products and functions are to be realised as a self-contained brand space | concept, engineering and manufacturing usually need more lead time |
| Double-deck exhibition stand | additional usable space is required on a limited footprint | check structural analysis, load-bearing structure, escape routes and permits early |
Modular stands are based on reusable core components and can still be designed individually. Double-deck exhibition stands create additional usable space and place higher demands on the load-bearing structure and on permits. Whether an exhibition stand is rented or bought, or developed further from existing components, is a separate investment decision.
Which costs need to be considered early?
A reliable budget framework covers more than the stand build itself. All cost blocks that depend on stand size, design, technical services, logistics and planned operation during the show should be taken into account early.
| Cost area | Typical components |
|---|---|
| Trade fair and organiser | stand space, fees and service orders |
| Planning and stand construction | concept, engineering, manufacturing, fittings, graphics, furniture and exhibit integration |
| Technical services | power, water, compressed air, rigging, lighting and media technology |
| Logistics | transport, on-site logistics, installation, dismantling and return transport |
| Operation | staffing, travel, accommodation, hospitality and communication |
| Future appearances | storage, repairs and adaptations |
Flat square-metre prices are not sufficient for complex projects, because the scope of services and the technical requirements vary considerably. What matters is a quotation that sets out the services included, the assumptions made and any possible additional costs transparently.
From planning to the finished exhibition stand
Planning an exhibition stand runs through seven consecutive phases. Concept approval and engineering approval mark the decisive transitions. How detailed each phase is depends on the project.
1. Briefing and consultation
The briefing and consultation capture exhibition objectives, stand space, exhibits, target groups, functions and the budget framework. This produces an initial assessment of build type, schedule and feasibility. The first meeting is without obligation and can take place in person in Aßlar, by phone or by video. IMA then prepares an individual quotation based on the discussion.
2. Concept and design
Floor plan, spatial layout, visitor flow and presentation areas are developed from the briefing. The design can come from IMA, from the client or from an agency. Clients often arrive with agency designs, architectural drawings or renderings. IMA reviews these for technical feasibility, assesses them in terms of engineering and manufacturability, and translates them into a stand plan that can actually be built. On request, IMA also develops a concept itself. Designs are created as three-dimensional computer models, with photorealistic renderings available on request. At this stage, requests and changes can usually still be accommodated with considerably less effort than after concept or engineering approval.
The binding deadline for artwork and print data is set in the project schedule. Depending on scope, production method and installation planning, the final data usually needs to be available several weeks before the show opens.
3. Concept approval
Technical development begins once the client approves the concept. Changes remain possible, but from this point they have a greater effect on the schedule and on manufacturing effort.
4. Engineering and permit planning
In the engineering phase, the approved design is worked out technically. Materials, connection points, service connections and installation sequences are defined. At the same time, organiser regulations and any required certificates are taken into account. For special structures and double-deck exhibition stands, IMA works with qualified structural engineers to produce the required proof of structural stability.
5. Engineering approval and manufacturing
Manufacturing starts in our own plant in Aßlar once the engineering has been approved. Woodworking, metalworking and surface finishing work closely with the engineering team. Dimensions, materials and production details are agreed directly between the departments involved. All components are checked before dispatch.
6. Logistics and installation
IMA coordinates transport, delivery, on-site logistics and installation within the agreed scope of services. Installation and technical interfaces are coordinated with the other trades involved, within the organiser's deadlines. IMA is available as a point of contact throughout the show.
7. Dismantling, return transport and storage
Dismantling and return transport follow the final show day. Reusable components go into storage after inspection and proper packing. For the next appearance, suitable components can be adapted and used again.
Technical requirements and clear responsibilities
Which technical regulations and permits apply?
Every venue has its own technical regulations. The requirements of the respective exhibition organiser are therefore built into planning and engineering at an early stage. Typical points to check are:
- permitted construction heights and distances to neighbouring stands
- structural stability, structural analysis and, where required, certificates suitable for official review
- fire protection, material requirements and escape routes
- ceiling rigging points and permitted loads
- electrical, water, compressed air and media connections
- installation and dismantling times as well as on-site logistics requirements
Whether documents need to be submitted, and which ones, depends on the organiser, the build type and the scope of the project. IMA coordinates permit planning and the required documents within the agreed scope of services.
Who coordinates client, stand builder and exhibition organiser?
At IMA, every trade fair project is handled by a team. A dedicated project manager takes on central coordination on the IMA side and is available to the client as a point of contact. Consultation, design, engineering, manufacturing, logistics and installation work closely together, depending on the project.
A central contact with decision-making authority should also be named on the client side. This person consolidates internal requirements, provides the information needed and coordinates decisions and approvals.
Concept approval, engineering approval and production start are the decisive milestones. The client decides and approves, the IMA project team plans and delivers, the project manager coordinates everyone involved, and the exhibition organiser checks its own requirements.
Reuse and future trade fair appearances
Companies that exhibit regularly should build reuse and adaptability into the first concept. This applies not only to components, but also to graphics, furniture, technical equipment, packaging and documentation.
- variable floor plans and adaptable stand sizes
- interchangeable graphic surfaces and modular fittings
- robust, repairable components suitable for transport
- labelled packaging and documented components
- inspection, return transport and proper storage
Even so, a repeat appearance is never simply a rebuild. Stand space, organiser regulations, graphics, exhibits and service connections have to be checked again for every show.
Case study: Buderus at ISH 2025
The Buderus stand at ISH 2025 shows how many planning and coordination steps come together in a large trade fair project. IMA delivered a double-deck brand space with a total area of around 2,000 m². The lower level combined large-format product presentations, an event area with a curved LED wall and an illuminated show podium featuring a DeLorean as an eye-catcher. The upper floor housed open and screened areas for consultation, meetings and hospitality.
Further images of the project: Buderus at ISH 2025
On a project of this scale, spatial layout, visitor flow, product areas, media and lighting technology, load-bearing structure, logistics and installation have to be aligned with one another at an early stage. The example shows why complex exhibition stands need more lead time and clear approvals between concept, engineering and manufacturing.
Early planning creates room for decisions
An exhibition stand takes shape in several coordinated phases. Internal trade fair preparation often begins six to twelve months before the event. For the stand construction project itself, IMA guide values range from around four to eight weeks for rental and modular stands up to several months for custom, double-deck or technically complex projects.
Planning certainty comes from starting in good time, a complete briefing, a realistic budget framework, binding approvals and clear responsibilities. Bringing objectives, stand space, exhibits, technical services and future appearances together early reduces schedule and cost risks, and creates room for a functional exhibition stand that does justice to the brand.
FAQ
Frequently asked questions
What matters most for first-time exhibitors?
First-time exhibitors should plan the entire trade fair appearance early. That includes booking the stand in good time, clear exhibition objectives, a realistic stand size, agreed exhibits and a budget that covers not only the stand build but also organiser services, staffing, travel, logistics and communication.
A structured briefing with clear responsibilities makes it easier to take decisions on time.
How large should an exhibition stand be?
The right stand size follows from the exhibition objectives, the exhibits, the number of visitors to be looked after at the same time and the functions required.
Areas for product presentation, conversations, hospitality, storage, technical services and circulation should be determined first.
What matters is a functional floor plan, good visibility and a size that matches your capacity to host visitors.
Which approval triggers the start of production?
Manufacturing begins once the technical engineering has been approved. At that point, dimensions, materials, connection points, technical interfaces and key fitting details should be firmly defined. Changes remain possible depending on the project, but they can affect costs and deadlines.
What happens if exhibit data arrives late?
If dimensions, weights, connection ratings or details of media and supply lines are missing, technical planning can initially work only with assumptions. This can affect substructures, cable and pipe routing, transport and installation.
Outstanding exhibit data should therefore be documented early and given binding delivery dates.
Which changes are possible after engineering approval?
That depends on how far production has progressed and on the type of change. Graphics, furniture or individual fitting details are often easier to adjust than load-bearing components, dimensions, surfaces or technical installations. Every change should be checked for its effect on engineering, permits, manufacturing, costs and the show date.
Who coordinates the stand construction permit?
Within the agreed scope of services, IMA coordinates permit planning and provides the required documents for organisers and inspection bodies. Which stand drawings, structural documents or technical certificates are needed depends on the trade fair, the build type and the construction.