POOLgroup set up Messe Frankfurt’s exhibition stand twice at the China International Import Expo in Shanghai. The aim of the exhibition was to raise the profile of the exhibition company’s international presence, attract new clients and position Messe Frankfurt as a high-performing partner for trade fairs and events worldwide.

As a globally active trade fair organiser, Messe Frankfurt required a stand that would convey its international reach and capabilities at a glance. The stand was intended to bring together the group’s various markets and locations, whilst at the same time establishing a distinctive, high-quality brand presence at one of China’s most important import trade fairs.

The design had to appeal to international visitors, clearly showcase the brand and, at the same time, meet the high quality standards expected of a German trade fair organiser.

The implementation in Shanghai required a precise combination of central planning and local execution. Legal requirements, local production conditions and culturally specific communication channels had to be taken into account at an early stage and reliably integrated into the project processes.

The ceiling structure of the exhibition stand presented a particular challenge. As there were insufficient suspension points available in the hall, the planned installation could not be suspended as originally intended. The structure therefore had to be technically re-engineered and supported from the floor in accordance with safety regulations, without compromising the design’s visual impact.

POOLgroup supported the project from conception through to completion. The scope of services included high-level and detailed concepts, event and exhibition design, technical planning, and set and exhibition stand construction.

This was complemented by lighting, sound, rigging, media technology and IT, event infrastructure, as well as content creation and content management. Project management, consultancy, destination management and logistics linked central planning with implementation by local partners and service providers. Safety requirements, as well as health and hygiene considerations, were also integrated into the overall concept.

The POOLcrew coordinated the technical and creative interfaces and ensured that the design, materials and brand impact were precisely implemented, even under local conditions.

The exhibition stand showcased Messe Frankfurt as an internationally connected and highly capable event organiser. The striking interior design and the dramatic ceiling structure created a strong visual impact from a distance and made the stand clearly recognisable within the international trade fair setting.

At the same time, the open-plan design provided space for one-to-one discussions, forging new contacts and showcasing the global trade fair portfolio.

The stand at the CIIE established a consistent international brand presence that combined global positioning with local implementation. POOLgroup successfully adapted Messe Frankfurt’s quality and design standards to the specific conditions in Shanghai.

As a result, what began as a challenging international trade fair project evolved into a stand that showcased expertise, reach and partnership.