Design of the ceiling of the booth or “breaking the glass ceiling”?
Most of the booths on exhibitions world-wide do not have a roof or a ceiling. For smaller companies, what is most important are the vertical walls and how many meters of graphics and slogans are visible on them.
The larger companies found out long ago that the ceiling has an important added value to the attraction of their booth. Today the largest investment per square meter is for the ceiling of the booth. It turns out that at very busy exhibitions with crowded pathways, the ceiling is the part of the booth that attracts the eye of the passer-by the most, especially when they stand close to the booth. That’s how companies invest in attracting the eye of the potential customers.
In addition, the ceiling adds a feeling of security and warmth that people feel when there is a roof over their head. It also adds to a higher evaluation of the brand in the eye of the customer.
In some cases the ceiling is a simple design. But sometimes the ceiling can be an innovative way of exhibiting the product in such a way that it becomes a totally new experience. It is like breaking the glass ceiling!
The booth designers create an artistic effect that sends the customers to a world beyond the regular world. Just like watching the stars at night, or the future, the unknown, the endless possibilities.
At the last MWC exhibition in Barcelona we made photographs of booths that took the ceilings to a higher level. In Barcelona the advantage was that the public was able to see the booths from above. Companies that recognized this potential advertised also on the roofs of their booths. Following the standards of the organizers of the fair, this had to of very high esthetical standards.
So there are still ways for improvement…