Macquarie Trade Show stand 2011

For our first large trade show in Germany at the Invest Messe in Stuttgart, we decided to create something less financial and more human.

We wanted to get away from the open white space stands that 90% of the competitors were presenting and instead invite people into a more “lofty” space to explore the new brand in Germany.

The stand was rather closed, black and had wooden flooring and amazing lighting. People could come in and relax away from the noise and talk to our experts.

I’ve always had a thing about enabling people to explore. I’d rather they take the effort and come inside, than walk by.

We loved it, and it definately made sure all visitors were intrigued about this new player on the German market.