Exhibition Stand Success: From Planning to On-Site Execution How to create a stand that attracts, engages and works in practice

A successful trade fair appearance starts long before the doors open. From choosing the right stand location and developing a concept to lighting, visitor flow, interactive elements and the countless practical details on site – good planning can make all the difference. 

But what actually makes an exhibition stand work? How do you create a space that attracts attention, invites interaction and supports your business goals – without overcomplicating it? 

In this practical webinar, the exhibition experts from Winkels Interior Design Exhibition GmbH will take us behind the scenes of successful stand planning and execution. Using real-life examples and images from exhibition stands they have designed and built, they will share their experience of what works, what is often overlooked, and what exhibitors should consider before arriving at the fair. 

This is what we will talk about:

• How to create a stand that attracts attention and encourages visitors to stop
• How design, layout and stand location influence the visitor experience
• Ideas for making your stand more interactive and engaging
• Whether – and when – a program or activities at the stand make sense
• Common mistakes and details exhibitors often forget
• Practical considerations before and during the fair
• What makes the difference between a stand that simply looks good and one that actually works 

Expect plenty of real-life examples, practical tips and inspiration that you can apply to your next trade fair appearance. 

The webinar will include a live Q&A, giving participants the opportunity to ask the Winkels team about their own exhibition challenges. 

About the Speaker:

Mirko Müller, Head of New Business Development at Winkels Interior, works closely with companies preparing for international trade fairs and brings broad insight into exhibition concepts, customer needs and what makes a stand successful in practice. 

Lukas Zimmermeyer, Sales & Marketing at Winkels Interior, has a background in media design, communication and live marketing. His focus is on developing holistic brand experiences – from the initial idea through to the final exhibition stand. 

Together, Mirko and Lukas combine commercial, creative and practical perspectives on how to create exhibition stands that attract, engage and work in practice. 

About the Trade Fair Academy

Our Trade Fair Academy supports companies in navigating international trade fairs. Through webinars, insights and expert guidance, the academy provides practical knowledge on how trade fairs can be used as powerful platforms for international growth, networking and market access. Through the Trade Fair Academy, we share useful tips, practical checklists and relevant updates to help you get the most out of your trade fair appearance.