Best position

Veronica Fredriksen

Marketing Manager

May 15, 2026

Best Stand: How to Win Attention

What does it really take to win the best stand at a trade fair?

It's not just about having the biggest stand, the most spectacular expression or the most advanced technical solutions. An award-winning stand must clearly communicate the brand, create engagement and function as a good meeting place for customers, partners and the market.

At a trade show, everyone is competing for attention. Visitors move quickly, impressions are numerous, and it doesn’t take long for a brand to disappear into the crowd. That’s why a good stand must be clear, relevant, and inviting. It must give people a reason to stop, and a reason to remember you afterward.

At NPG, we believe that brands should be experienced. That's why we see the stand as more than a physical space. It is a meeting place, a brand experience and a strategic tool.

Read how we work with NPG Exhibition og NPG Design.

In short: What characterizes the best condition?

A stand that wins best stand usually has a clear concept, good brand understanding, smart visitor flow, engaging content, well-thought-out material choices and high quality in execution.

It should not only attract attention. It should give the audience an experience that will last.

A good stand starts with strategy

Before we develop a stand concept, we delve into the brand behind it. We look at the brand, target groups, needs, market, message and ambitions. What should the brand express? What do you want visitors to understand, feel and do? What role should the stand play in the larger brand experience?

When this is clear, we can develop a concept that is rooted in the brand. Then the design is not just about shape, colors and materials, but about creating a physical experience of who you are, what you stand for and why you are relevant.

This is often where the best stands stand out. They are not random. They are developed with a clear direction from the start.

also read: How to succeed at trade fairs

What does it take to win the best standings?

A stand competing for best stand is often assessed according to several criteria. Organizers and juries like to look at the whole picture: concept, creativity, function, brand communication, visitor experience, stand staffing, quality, sustainability and execution.

This means that a stand must function well in practice, be relevant to the target group and communicate the brand clearly.

To be successful, the stand should have:

- A clear concept that makes the brand easy to understand.
- Creativity and originality that make the stand stand out.
- Deep brand understanding that ensures that the design is based on identity, position, target group and ambition.
- Strategic design that supports business goals.
- Good visitor flow and functionality that invites people in and makes the stand easy to use.
- Engaging content and activation that creates dialogue, not just attention.
- Quality in the details, from materials and lighting to technical execution.
- Engaged representatives at the stand who are knowledgeable, welcoming and good at creating dialogue.
- Sustainable choices and opportunities for reuse, so that solutions, materials and modules can gain value over time.
- A holistic brand experience that is remembered after the trade fair.

Sustainability and reuse as part of the concept

Sustainability should be part of the concept development from the start. When we develop a stand, we look at how solutions can be used smarter over time, for example through modular elements, reusing materials, flexible graphics and furniture that can be kept for the next trade fair.

At the same time, good choices are often about the balance between cost, sustainability and the desired effect. Therefore, together with the client, we consider what should be built new, what can be reused, and which elements can be saved and further developed for later events.

From visibility to brand experience

It's easy to think that a trade show booth should be visible first and foremost. Visibility is important, but that's just the start.

The real value arises when the stand creates connection. When visitors understand who you are, what you stand for and why it is relevant to them. When design, content and experience play together, the stand becomes part of branding.

Trade fairs and meeting places are among the few arenas where the brand can be experienced physically. The audience can see, hear, test, ask, feel and meet the people behind it. This makes the stand an important tool for companies that want to build relationships, launch new solutions or strengthen their position.

That's why a good stand often requires multiple disciplines. Strategy, design, communication, marketing, interactive solutions, production and delivery must be interconnected. It is when strategy and execution are combined in the same delivery that the stand can become a brand experience that matters.

In NPG, professional groups work within exhibition, Design, marketing, Interactive og communication together to develop holistic solutions from idea to implementation.

Examples of award-winning stands from NPG

NPG has developed stands for strong brands in Norway and internationally for many years. Several projects have won awards or been nominated for best stand.

Function, Eliade 2026: Won best stand over 50 sq m at Eliaden with its purple concept based on the function of well-known brands such as Micro Matic Norge AS, Function Products AS and Multilux AS.
TROX, Nordbygg 2026: Won best stand at Nordbygg in Stockholm in competition with 850 exhibitors.
Five, WED 2024: Won Best Stand Award. NPG delivered the stand on behalf of Melvær & Co.
Havtil, WED 2024: Nominated for best condition.
Aker BP, WED 2022 and 2024: Nominated for Best Stand Award. NPG delivered the stand on behalf of Melvær & Co.
Nordental, Eliaden and Bygg Reis Deg: NPG has been involved in several award-winning stands.

Common to the projects is a clear understanding of the brand, the target audience and the meeting place. An award-winning stand rarely starts with the design alone, but with insight into what the brand stands for, who it will reach and what experience the audience will be left with.

It is the combination of strategy, brand understanding, creativity, sustainable choices and precise execution that allows a stand to become more than visible. It can be remembered.

also read: Messe is the brand in 1:1 format

Design that builds brands

Design is a strategic tool. Before we develop a stand concept, we delve into the brand behind it. We look at the brand, target groups, needs, market and ambitions, so that the concept is rooted in what the brand is actually supposed to communicate.

Together with consultants, project managers and selected partners, our in-house designers work to ensure quality from idea and concept to finished brand experience. The result is stands that not only attract attention, but make that attention relevant.

International brands need more than just a stand supplier

For brands that participate in trade fairs in multiple countries, the need for integrity and quality becomes extra important. An international trade fair requires an understanding of the market, culture, logistics and brand positioning.

Therefore, the process is about more than just delivering a stand. Strategy, design, project management and implementation must be interconnected so that the solution works visually, practically and commercially.

A stand should fit into the trade fair, but at the same time stand out in the right way.

Frequently asked questions about best condition

What does best condition mean?

Best Stand is an award that highlights trade show stands that stand out through concept, design, function, execution and ability to engage the audience.

What is considered when a stand wins best stand?

Typical criteria are concept, creativity, brand awareness, visitor flow, functionality, quality, sustainability, reuse and overall experience. A panel of judges decides who wins the best stand.

How do you create an award-winning trade show booth?

Start with strategy and brand understanding before design. Define the target audience, message, needs and desired effect. Then develop a concept, design and activation that supports the brand and goals of the trade show.

Why should a trade show stand be based on the brand?

Because the stand is a physical experience of the brand. When the design is based on identity, position and target audience, the stand becomes more relevant and clear.

Why choose NPG as your trade show stand consulting partner?

NPG works as a single consulting partner to activate the brand. We connect strategy, concept, design, production, content, interactive solutions and execution.