Your Full-Service Partner for Exhibition Stand Builder in Hanover
Hanover is home to Germany’s largest exhibition grounds and, after the Shanghai New International Expo Centre, the second-largest exhibition venue in the world. Spanning 131 hectares, it offers more than 390,000 square meters of indoor exhibition space and an additional 58,000 square meters of outdoor space. Up to four major trade fairs can take place simultaneously without interfering with one another.
These dimensions are exactly why exhibiting in Hanover requires a different approach. On a venue of this scale, the scarce resource is not space, but attention. Visitors either walk past your stand or stop and engage, and that decision is often made within two seconds from fifteen meters away.
We have built three exhibition stands in Hanover that solved this challenge in three completely different ways: one with a flight simulator, one with a pink cow, and one by being the only stand that seemed to ask nothing of its visitors. All three approaches worked. The right strategy for your company depends on your industry and audience, not your budget.
Successful Exhibiting at Hanover’s Leading Trade Fairs
EMO: At EMO, the products on display are machine tools, but what is really being sold is precision. An overcrowded exhibition stand works against that message. For müller co-ax, we therefore deliberately chose a minimalist, focused design, as described below.
EuroTier: EuroTier is a trade fair built around long, in-depth conversations. Farmers and veterinarians compare solutions carefully and often return if there is a compelling reason to do so. Comfortable seating, good coffee, and a stand that functions as a meeting point are often more valuable than any animation or digital effect.
Hannover Messe: Industry 4.0 means products increasingly consist of data, software, and processes, all of which are largely invisible. We use digitally controlled LED displays to present product data, animations, and live demonstrations, turning abstract concepts into tangible experiences.
IAA Transportation: Commercial vehicles and logistics systems require generous space and structural clarity. Truss systems create depth and organization without obstructing exhibits. Combined with demonstration areas, they allow visitors to experience technology first-hand.
AGRITECHNICA: Large exhibition spaces, large machinery, and multiple conversations happening simultaneously. Double-decker stand concepts are often the ideal solution: product presentations on the ground level and consultation or meeting areas above.
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The Stand That Was the Only One Asking for Nothing
müller co-ax at EMO
At EMO, exhibition halls are filled with stands trying to say everything at once. müller co-ax chose the opposite approach: 45 square meters, modern, simple, and uncluttered, offering visitors a moment of calm amidst the surrounding information overload. People stopped, took a breath, and that was exactly the goal.
The project was far more challenging than the final result suggests. A structural hall column stood directly in the middle of the booked space. Nevertheless, a storage area, display showcase, meeting room with lockable sliding doors, and a large LED video wall all had to fit within the footprint. The solution came through the modular B62 frame system.
The stand’s visual centerpiece was a curved LED video wall. Rather than appearing as a conventional screen, the curved structure became an integrated architectural element of the stand itself. Visitors stopped to watch and, in doing so, absorbed not only the product information but also the brand message.
A carefully planned lighting concept completed the design, along with a newly developed reception counter featuring an illuminated logo emblem, angled detailing, rounded corners, and ample storage space for brochures and giveaways.
According to the project manager, the conceptual design phase was particularly enjoyable, and that enthusiasm is clearly reflected in the final result.
A Pink Cow - MSD at EuroTier
At EuroTier, MSD Animal Health presented its EuterSafe app, designed to improve dairy cow health and nominated as an “Innovation of the Year.” The challenge was obvious: software is difficult to exhibit physically. At a trade fair filled with milking technology, housing systems, and animal feed solutions, software has to work harder to attract attention.
The solution occupied 70 square meters and was impossible to miss: a bright pink cow displayed prominently on the stand. No complex technology. No extraordinary budget. Just a simple idea perfectly suited to its environment.
Complementing the concept was MSD’s well-established professional coffee bar, which once again transformed the stand into a central meeting point for industry professionals.
This is one of the most underestimated aspects of trade-fair marketing: not being the biggest stand, but being the stand where people arrange to meet.
A Flight Simulator Among Baling Presses - HSM in Hanover
HSM manufactures baling presses for recyclable materials and shredders for paper and data storage media. Recycling and environmental technology are topics that attract industry professionals while offering limited appeal to the general public.
The 130-square-meter stand was fully accessible and visible from all sides. Rather than creating a closed-off structure, the concept focused on openness, allowing visitors to see into and through the stand from every direction. This significantly increased long-distance visibility throughout the hall.
The feature that encouraged visitors to stop was a flight simulator. It became the central attraction, drawing people in and creating conversations that otherwise might never have happened.
A flight simulator has nothing to do with baling presses. That is precisely why it worked.
