In short
For a custom stand, start about nine to twelve months ahead: book space, set the goal and budget, then brief and design by month six. Submit drawings for approval around three months ahead, order services before the early deadlines, finish graphics about four to six weeks out and train staff in the last fortnight. Shell scheme stands can compress this to a few months. The exhibitor manual's deadlines always overrule any general timeline.
Key points
- Work backwards from the manual's deadlines.
- Approval is often the first hard deadline.
- Graphics are usually the last thing to be finished, and the first to run late.
- Plan the week after the show as carefully as the week before.
Month by month
| Time before show | What happens | Owner |
|---|---|---|
| 12–9 months | Choose the show, book space, set goal and budget | Marketing lead |
| 9–6 months | Write the brief, shortlist and choose a builder | Marketing, procurement |
| 6–4 months | Develop the design, approve the concept | Designer, brand team |
| 4–3 months | Drawings, structural calculations, submit for approval | Builder |
| 3–2 months | Order services, confirm freight, book travel | Project owner |
| 2–1 months | Artwork, content, invitations, lead capture | Marketing |
| 4–2 weeks | Print, workshop build, staff briefing | Builder, sales |
| Show week | Build-up, final checks, run the show, breakdown | Everyone |
| After | Follow-up, review, keep the actual costs | Sales, marketing |
Work backwards from the manual
- 1Find the earliest deadline in the exhibitor manual.
- 2Add time for internal approvals, then double it.
- 3Put each date in a shared calendar with one owner.
- 4Set a warning two weeks before each deadline.
- 5Review it weekly in the final two months.
If you have less time
A stand can be done quickly if the scope is cut. Reuse a modular kit, hire furniture, use a template, and pay for graphics that can be printed fast. Avoid anything that needs engineering. Double-decks, large rigging and water connections are usually the first things to drop in a short programme.
After the show
- Follow up leads within the time you agreed.
- Compare actual costs with the budget.
- Record photos and lessons for next year.
- Decide what will be stored, reused or disposed of.
- Rebook your stand position early if the show went well.
Frequently asked questions
01How far in advance should I plan an exhibition?
About 9–12 months for a custom stand at a major show, and around 3–4 months for a shell scheme.
02When should I book my stand builder?
As early as you can, and at least six months ahead for busy shows, as good builders fill up.
03When are stand drawings due?
The exhibitor manual says. Complex structures usually have an earlier deadline than simple stands.
04When should I send artwork to print?
Check with your printer. Four to six weeks before the show leaves room for corrections.
Put it into practice
From a client brief to a 3D stand concept in minutes
An editable 3D exhibition stand concept from a written brief and the brand's website, at your exact size.
Guidance here reflects common practice. Venues, organisers and countries set their own rules: always check the exhibitor manual and work with a qualified stand builder and engineer for structures.
