In short
SMM is the maritime industry's major fair, covering shipbuilding, marine equipment and shipping technology. Ships don't fit in a hall, so a stand relies on a real component, a good model and technical staff. Owners and yards visit with projects in mind, so meetings are the main goal. Start a custom stand about 9–12 months ahead and confirm dates, height limits and rules in the exhibitor manual.
Key points
- Where and when: Hamburg, every two years in Hamburg, in even years.
- The audience is mostly shipowners.
- A real component or model.
- Data on fuel and emissions.
- Plan a custom stand about 9–12 months before the show.
SMM for exhibitors
Equipment makers, yards, classification societies and owners attend. Decarbonisation and fuel choices drive many discussions, and national pavilions play a major part.
| SMM | |
|---|---|
| City | Hamburg |
| Venue | Hamburg Messe |
| Sector | Maritime industry |
| Cycle | Every two years in Hamburg, in even years |
| Main stand activity | Pre-booked meetings |
| Custom stand lead time | 9–12 months |
Who you are designing for
Shipowners, shipyards, marine engineers, classification societies and suppliers.
What matters most on a SMM stand:
- A real component or model.
- Data on fuel and emissions.
- Technical specialists.
- Meeting space.
Layouts for pre-booked meetings, by stand type
Most SMM exhibitors build around pre-booked meetings. How that works depends on how many sides of your plot are open. If you are unsure which type you have, see exhibition stand types.
| Stand type | Open sides | What works |
|---|---|---|
| Row (inline) | 1 | A welcome counter at the front and two bar tables; book longer meetings in the venue's meeting rooms. |
| Island | 4 | Meeting rooms in a central core or on an upper deck, with reception and a short demo on the busiest aisle. |
Stand ideas for SMM
- A cutaway engine component.
- A vessel model with live data overlays.
- A fuel-choice comparison tool.
Planning, approvals and logistics
Heavy marine components need load and lifting checks. Consider a part on a low plinth, or a model.
Allow about 9–12 months for a custom stand. The exhibitor manual sets height limits, open-side rules and service deadlines; see venue approval and technical drawings.
Where the budget goes at SMM
A single large model or part makes the biggest impression. After that, spend on tables and on the engineers staffing them.
Mistakes we see at SMM
- Stock photos of ships.
- No engineer to answer a chief engineer's questions.
An example SMM brief
A 9 × 6 m stand with a cutaway engine component, a vessel model with emissions overlays and five meeting tables.
Replace the size and the zones with your own. The plot and height limit come from your contract and the exhibitor manual.
Try your SMM layout in 3D
ExhibitionBase Studio turns your plot size, open sides and a brief about pre-booked meetings into an editable 3D stand for 5 credits, renders it and exports a plan for your builder. New workspaces get 5 free credits.
Frequently asked questions
01How often is SMM held?
Every two years in Hamburg, in even years.
02How do I show marine equipment?
With one real part, or a cutaway, or a model. See [maritime booth design](/guides/maritime-shipping-booth-design).
03How early should I start designing a SMM stand?
For a custom stand, about 9–12 months ahead: long enough for design, organiser approval, production and shipping. Shell scheme stands can be planned in weeks.
04Can I reuse my SMM stand at other shows?
Often, if it is modular. Design the core (walls, counters, pre-booked meetings area) to work on several plot sizes, and swap graphics per show. See [modular vs custom stands](/guides/modular-vs-custom-exhibition-stands).
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.
