Seven teams of judges tour the fifteen halls looking for stands that best meet the judging criteria. The judges compile a shortlist and then vote on each category, with a maximum of 35 points awarded. Creativity (maximum 15 points) is key, Impact (maximum 10 point) is often a differentiator and Fit for Purpose (maximum 10 points) a critical factor to ensure the use of the space available is optimal.
In short the judges will nominate an attractive and open stand that has a design that reflects the company corporate image, looks inviting, exciting, is a pleasure to visit and has clear signage that conveys the most important product marketing messages.
The judges will seek out exhibits showing a strong, stylish and confident visual presence that highlights an accomplished and differentiated brand.
Success is not dependant on scale; the designer must think in terms of creative brand strategy as well as aesthetics - has the exhibit been designed to ensure that it is an expression of their client's corporate message, their core brand values and their ethos?
Delivering effective brand communication and generating emotionally resonant brand experiences that reach, entertain and inform critical audiences depends upon the successful delivery of key messages to visitors.