Row stand: the exhibition stand with one open side

Definition

The row stand is the most common stand type at trade fairs. Several stands sit side by side in a row, and each has exactly one open front facing the aisle. The other three sides are closed by partition walls to the neighbours or by the hall wall. In American English this is often called an in-line stand (booth).

Because only one side is open, the row stand is the simplest and usually the cheapest option. Organisers often charge a surcharge for stands with more open sides. Which stand types are available and what they cost is set out in the registration documents.

What it means for exhibitors

With a row stand, the front decides everything. Visitors see the stand only from the front and often only in passing. Your logo, message and main product must therefore be recognisable from the aisle at once.

Avoid a counter across the full width, it acts like a barrier. An open entrance, a counter at the side and the back wall as a large brand surface work better. The side walls suit product information that visitors only see once they have stepped onto the stand.

Since neighbouring stands are right next to you, concentrate your lighting on your own space. Bright light on the back wall and the counter sets the stand apart from its surroundings, in photos as well. Keep the view from the aisle calm and uncluttered.

In practice

We usually photograph a row stand from the front or at a slight angle from the aisle. Before opening that is easy; once the show is running, visitors constantly walk through the frame. So we plan the overview early in the morning and later concentrate on conversations and details on the stand.

Neighbouring stands cannot be removed, but a suitable crop reduces them enough to keep your stand clearly in focus. The guide Small stand, big impact has more tips.

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