How a custom stand can help you engage your most important audiences

Freeman, the leading global provider of brand experiences, looks at the benefits of investing in a custom stand


At Freeman we help our clients design, plan and deliver immersive experiences for their most important audiences, which increase engagement and drive business results.

There is no better way to engage attendees than with a bespoke exhibition stand. A thoughtfully designed and built space will allow your brand to stand out from the sea of exhibitors on the show floor, ensuring you make the most of your event investment by not only attracting visitors but converting them into loyal advocates of your brand.

We work across all sectors, and our teams deliver custom stands of varying shapes and sizes, at renowned EMEA-based events including Mobile World Congress, World Travel Market, ICE Totally Gaming and Bett to name just a few.

“Exhibitions and expositions are effective as they present brands with the opportunity to strengthen ties with their existing customers, as well as build relationships with new clients. Custom designed and built stands go a step further, as they can provide the stage for compelling experiences that draw visitors in and tell a brand’s story in a unique and powerful way,” says Chris Smith, Custom Build Director at Freeman.


“This is especially important in a world where there is so much choice, and so much noise – it makes it more difficult to not only attract but maintain the attention of audiences. A bespoke stand design and a high-quality build is more likely to capture the essence of your brand and the imagination of your target customers giving them the opportunity to get under the skin of your brand, build trust and understanding, and ultimately loyalty.

Support every step of the way

We involve our clients throughout the entire process, from concept to creation. Our experienced creative team manage the design of all custom stands in-house. They will immerse themselves in your brand, and devise design ideas that resonate with your individual brief and budget. Our goal is to exceed your expectations and event objectives with a show-stopping stand design that brings your brand and message to life.

Once you decide on your preferred option, our team of experienced fabricators and builders will create a physical iteration of this design. In the weeks leading up to an event, we invite our clients to visit our fully equipped production facility in the Midlands to view how their stand will look and feel, and input any changes based on their feedback. We then transport and build the final, approved stand at show site.

“By working with a passionate and trusted partner that knows the ins and outs of the industry, you’ll see your event brief come to life in the most creative of ways, with your event objectives and brand messaging at the very core. The stand design will be fabricated and built to the highest standard, and once the event opens, it will be managed right around the clock, from start to finish,” Smith explains.

A long-term solution

The beauty of a custom stand lies in its versatility. Our teams will carefully break down your stand at the end of the show, and you can then choose to use the same design at an upcoming or multiple events on your event calendar, or opt to update it depending on the focus message of your next show.

Drawing on the experience they’ve gained by working across sectors including retail, architecture, events and more, our creative team devise shop-stopping exhibition stands that fit with your requirements, whatever they may be.

More and more companies are embracing brand experience as they realise just how valuable it is – the medium allows them to connect with both their customers and their wider industry in meaningful and memorable ways. Exhibiting at an event is effective in itself, however take the bespoke route and you’ll truly drive business results and connect with more people than ever before.

Freeman provides end-to-end solutions for clients including not just custom and enhanced stand, but core services, digital and event technology, feature areas, graphics, space enhancement, strategy and creative, and venue services. Get in touch with our expert team today.