🎤 Interview with Our Head Designer: What You Didn’t Know About Exhibition Stands
At Scala Stands, we’ve spent years creating spaces that inspire, communicate, and captivate. But behind every project, there’s a team driven by creativity, innovation, and attention to detail. Today, we sit down with Alejandro Torres, our Head Designer, to uncover the secrets behind the stands that truly stand out at every trade show and event.
How Does the Creative Process Begin?
“It all starts with listening. Before we sketch anything, we need to understand what the brand wants to communicate — its essence, its personality, and the experience it wants to create. Every stand is a three-dimensional story that needs to feel coherent and memorable.”
According to Alejandro, the first step is always understanding the client’s strategy. From there, the team translates brand values into form, material, lighting, and spatial flow.
What Makes a Stand Stand Out Among Hundreds?
“The human detail. A design can look impressive, but if it doesn’t invite people to engage, it loses its power. The most successful stands are those that create emotion and spark conversation.”
At Scala Stands, design goes beyond aesthetics — it’s about blending creativity with functionality. Every angle, path, and interactive element is carefully planned to enhance both visibility and visitor experience.
Design Trends to Watch
Alejandro points out three key trends shaping the future of stand design:
- True sustainability: recyclable materials, reusable structures, and reduced transport impact.
- Immersive experiences: light, sound, and digital media that engage multiple senses.
- Modular design: flexible solutions that adapt to different events and spaces.
“Today it’s not just about building a stand — it’s about creating a smart, responsible experience.”
🔍 What Most People Don’t Know About Designing Stands
“A great stand doesn’t come from software — it comes from observing how people behave at events. You need to understand how they move, what catches their eye, where they stop. Even the most innovative design can fail if it doesn’t connect with real human behavior.”
Behind every structure are hours of research, material testing, and simulations. The secret, Alejandro says, is in combining technique, emotion, and strategy.
“A stand is your company’s visual voice. It doesn’t just show what you do — it shows who you are. If you can express that, visitors won’t just remember your brand — they’ll feel it.”
💡 At Scala Stands, We Design More Than Spaces
We design memorable experiences.
If your brand wants to stand out at its next event, let’s talk. Our design team is ready to turn your vision into a stand that tells your story.
👉 Contact us
and discover how we can make your next stand unforgettable.