Historically, our trade has been that of talented, creative carpenters: a workshop and anything was possible (well, almost). Then, agencies gradually started integrating communication issues into stand design. More concerned with ROI (Return On Investment), integrated communication, and storytelling, customers complexified their briefs, adding to the challenges of creativity and visibility. It was, therefore, only…

It’s pretty unbelievable when you think about it. Let’s go back a few years… The rule is quite simple: what doesn’t last is what matters most; a guarantee of excellence, rarity and exception. In our industry too, with its “one shot” stands. A golden era! Things have changed. These are times of climate change, resource…