Modular Exhibition Stands: Squake’s Design for Impact at BTS Europe
Squake partnered with ExpoStands to create a modular exhibition stand for Business Travel Show Europe. With a relatively tight budget and a prominent 7m x 4.5m stand space, the objective was to deliver a stand that felt open, professional, and aligned with their sustainability-focused brand while still standing out in a busy exhibition environment.
Stand Fact File
- Client: Squake
- Event: Business Travel Show Europe
- Venue: ExCeL London
- Stand Size: 7m x 4.5m (31.5m²)
- Stand Type: Modular exhibition stand
- Open Sides: Three
The Stand Design & Build
The stand was designed to feel as open and inviting as possible, making full use of its three open sides to remove any sense of barrier and encourage natural flow from the aisles.
At the heart of the layout was a split, curved design that helped break the space into distinct yet connected zones. This allowed for a mix of informal seating, casual conversations, and more focused meeting areas without the stand feeling crowded or over engineered.
A curved seating area with integrated wooden elements created a warmer, more relaxed environment for discussions, while a separate rectangular meeting space was designed around a large screen setup. This gave the team a dedicated area for live demos and presentations, with a direct laptop connection to keep interactions seamless.
The main wall and surrounding structure were carefully considered to support both branding and functionality. A clean framework allowed for strong visual impact, including a backlit logo, while also incorporating practical features such as integrated storage and space for on-stand amenities like a coffee machine.
Overall, the design focused on balancing openness with usability, creating a stand that not only stood out visually, but worked hard for the team throughout the event.
Key Features
Custom Modular Build (7m x 4.5m)
beMatrix framework with integrated lockable storage, providing a clean, flexible structure.
Premium Graphic Finish
Foamex and tension fabric graphics, including wood-effect finishes to introduce warmth while reducing cost and weight compared to real materials.
Feature Flooring Wood plank-effect vinyl with a branded floor zone to define the seating area and guide movement.
Layered Lighting Arm lights, illuminated logo, and underlit shelving to add depth and enhance visibility across the stand.
Zoned Furniture & Meeting Areas Mix of informal and functional furniture including a curved seating area, bar-style networking points, and a dedicated reception and demo space.
AV Integration 65” wall-mounted screen with direct laptop connectivity for seamless demos and presentations.
Hospitality Integration Built-in coffee station positioned within the back counter to encourage longer, more relaxed conversations.
Natural Material Accents Use of real timber elements within the trellis detailing, paired with printed wood finishes for a balanced, sustainable aesthetic
Materials & Finish
The stand was built using a modular system, allowing for efficient installation and future reuse. High-quality printed graphics ensured strong brand consistency, while the overall finish remained clean and professional to reflect Squake’s modern, sustainability-led positioning.
Lighting was used strategically to highlight key messaging areas without adding unnecessary complexity or cost.
What Squake Wanted to Achieve
Squake’s objectives for the show included:
- Creating a strong and professional presence within a competitive exhibition
- Clearly communicating their sustainability-driven offering
- Designing an open and welcoming space to attract visitors
- Providing a functional environment for meetings and discussions
- Delivering impact while working within a cost-conscious budget
Our Solution
We recommended a modular exhibition stand that prioritised openness, clarity, and ease of use. The layout was designed to feel natural to walk onto, with clearly defined areas for seating, demos, and conversations.
Key decisions focused on getting the most out of the space without overcomplicating the build using a mix of smart layout planning, strong graphics, and selective premium features like the backlit logo. The modular system also meant the stand could be reused and adapted for future events.
Result
The final stand delivered a clean, modern space that was easy to access and comfortable to spend time in. The mix of seating areas, demo space, and open layout helped the team engage visitors in a more relaxed and effective way.
By combining wood-effect finishes with real timber accents and focused lighting, the stand achieved a premium look without unnecessary cost. It struck the right balance between impact and practicality, giving Squake a stand that performed well on the day.