Designing a stand, whether big or small, requires the ability to interact two disciplines: architecture and communication. A correct stand design is the result of a competent, secure and complete design culture of volumes, spaces, plans, appropriate materials, exhibit design and show, all integrated with a proper culture of corporate communication’s techniques and perception, in order to offer a compelling brand identity and to promote sales, representation, technological content and company reliability.

The exhibition logic requires a design’s critical intelligence, focused on intensifying the impact of construction as regards corporate communication, making the representation persuasive and winning over exhibitors competitors, stimulating attention and perception of the message through architectural techniques and tools.

The architectural philosophy has to become the mean of communication philosophy. Every stand has to be the combination between architectural, furnishing and communication techniques, such as to influence visitors’ sensory perceptions towards the brand and buying decisions.

The architectural design acquires a new dimension, that has its purpose in the commercial communication, stimulating new logical conception. Also the use and choice of materials become instrumental to communication. The exhibition context transcends the relationship between space and architectural function since surfaces, light, colours, textures, plans, spaces,volumes, look, style, design, exhibit and furniture complements acquire the function of image tools: therefore exhibition become an important function in corporate communication.