Interview with Jörg Staeger, CEO of OCTANORM

Name: Jörg Staeger

Company: OCTANORM Vertriebs GmbH, Filderstadt, Germany

Job Title: CEO / Owner

1) What are the big trends in exhibition stand design?

Visual effects and digital content are currently very popular, at the same time the sustainability of the materials used for stand construction are very important.

2) How international is the exhibition industry becoming?

The exhibition industry has always been international covering the entire world. The best proof is our OCTANORM SERVICE PARTNER INTERNATIONAL (OSPI) network of leading exhibition builders, which offers an efficient and environmentally friendly way of participating at an exhibition in any country already since 1984.

3) What is driving this internationalisation?

Obviously the globalization, the easiness for travelling and transportation of goods are the key factors which help driving the internationalization.

4) What has been the best innovation of the past 5 years?

Certainly the use of illuminated frames as a logic development from the use of fabric walls. The next step will be the dynamic illuminated walls and devices for the use of digital content.

5) What are clients currently asking for in stand and experience design?

We can see as major requests a perfect illumination of the stand in general as moving images, highlighting the brand or products and integrating digital content.

6) How are exhibitions and stand design staying relevant in a digital world?

Exhibitions are a perfect tool for direct face-to-face communication and adds this experience perfectly to the digital world. The exhibition stand needs to be designed in a way to combine the best of both worlds, offering the opportunity for personal contacts together with the digital experiences for products and services.

7) What do you expect the next 5 years will hold for exhibition stand design?

Stand design in the next 5 years will need to focus on fast set-up and dismantling, based on a modular and sustainable solutions.

8) Do exhibitions get the status they deserve versus other marketing channels?

Certainly the social media channels have gained more importance over the past years. However they can be seen as an add-on to exhibitions in the marketing mix. Exhibitions are and will be an important factor in company’s communications policy providing face-to-face experience.

9) What’s the best exhibition stand or event you’ve seen in the last year?

Last year, I had the opportunity to visit many fairs and events where many highlights could be seen. Basically, the best booth is the one in which the exhibitor finds his trade fair goals for example repositioning of the brand. An important aspect in my opinion is the sustainability in terms of booth design and stand construction. And to achieve this the use of a versatile modular reusable building system is highly recommended.

I added some images of a project using a high variety of OCTANORM components in a very convincing way: ‚Czech Republic: The Country For The Future’ von BVV Trade Fairs Brno auf der 61st International Engineering Fair 2019 in Brno.

10) If you could change one thing about the world of exhibitions what would it be?

Environmental protection is an important issue today. That’s why I want to invite the world of exhibitions to put more emphasis on sustainability. This begins before the implementation in the planning and goes beyond the transport to the venues. Exhibition builders should use worldwide networks and in order to avoid large amount of garbage, they should resort to a reusable exhibition system.

11) Does stand size matter?
More important than the pure size of the booth is the stand design which should attract visitors, the functionality of the stand and the quality of the booth staff. The stand size should however reflect the importance of the exhibitor in his market.

12) What are the biggest challenges for exhibition stand design and build currently?

Important factors are the short set-up and dismantling times. Another aspect is the increasing requirement from exhibitors concerning Corporate Social Responsibility which relate to sustainable design and stand building.