“The trade show booth of the future is physical, digital, and live! From there, you can meet and interact with your audience, whether they’re on-site at the trade show or participating remotely,” says Viking Grandin, CEO of Adapt & Expo.
Svenska Mässan Gothia Towers and Adapt & Expo have launched a new partnership focused on custom-designed and technologically advanced exhibition booths. The goal is to enhance the business value for customers and to offer a new concept for what an exhibition booth is and can be.
“Our partnership opens up new opportunities for our customers,” says Peter Berggren, Head of Aftermarket at Svenska Mässan Gothia Towers. “We’ve learned a tremendous amount about new equipment digital trade shows recently—largely due to the pandemic, of course. Now we’re taking the next important step together with Adapt.”
What is referred to as the exhibition stand of the future has evolved and transformed significantly in recent years. From being solely a physical meeting point, it can now be versatile and flexible, powered by digital equipment, and capable of reaching and interacting with an audience even beyond the stand, far beyond the exhibition hall.
A prime example of the exhibition stand of the future is sports car manufacturer Koenigsegg's stand solution. When the exhibition was cancelled, they opted to livestream the release of their new vehicles directly from the stand area, a setup that could also have accommodated physical visitors. Today, the release film on YouTube has garnered approximately 750,000 views.
– We employ smart, efficient, and reusable systems and equipment when constructing our stand solutions. These allow for an infinite array of formats, sizes, and technical solutions, enabling the creation of physical, hybrid, and digital stands. It becomes a venue for meeting clients, where equipment can be seamlessly integrated to convey and elevate messages more effectively than ever before, Viking continues. Furthermore, with the aid of our digital tools, the stand can function as a hybrid studio from which live broadcasts and remote audience communication can be conducted.
The physical stand can be integrated with a digital platform, regardless of the exhibition area's size. This enables visitors to be reached both physically and digitally in real-time, facilitating two-way communication.
– When investing in a physical stand and consolidating numerous products and resources in one location, why not also utilize the space for digital production, such as recording or live streaming? This approach allows the message to reach a significantly wider audience, including those unable to attend the exhibition, explains Viking.
Svenska Mässan Gothia Towers has long strived to enhance value for exhibition clients through various initiatives. Offering concepts that push the boundaries of what an exhibition stand can be represents a crucial step.
– We uphold our high quality standards in all aspects, states Peter Berggren. With our partnership with Adapt and the technical opportunities it creates, it is truly gratifying to declare: the exhibitions of the future are here!
About Adapt
Adapt AB designs and produces audio, lighting, and video solutions for streamed and physical events, exhibitions, and trade fairs. Adapt is one of Scandinavia's leading companies in its sector, with project offices in Stockholm and Gothenburg, and a warehouse and logistics center in Linköping. Adapt currently operates five permanent streaming studios in Stockholm and Gothenburg, along with three hybrid studios in collaboration with Fotografiska, Svenska Mässan Gothia Towers, and Filmstaden. The company's clientele includes corporations, organizations, and event and communication agencies.
www.adapt.se
About Svenska Mässan Gothia Towers
Svenska Mässan Gothia Towers is one of the Nordic region's most attractive meeting venues, boasting 41,000 square meters of experience space, 1,200 hotel rooms, and suites. Gothia Towers features fully equipped studios, ready to go live in just minutes. Adjacent to their studios, they offer restaurants, conference facilities, a lounge, café, hotel, and spa.
https://gothiatowers.com/