5 Things I’ve Learned About Designing an Expo Hall (by Studying Retail Stores)

I’ve learned a lot about designing an expo hall by studying retail store layouts. After all, both involve adapting the environment in order to help people navigate the space in a way that optimizes their experience.

I find retail store setups pretty fascinating, how some stores make you feel like buying and some don’t. How the atmosphere can dramatically change your perception of the brand and of the products in it.

Let’s take a look at 5 things that I have learned from researching (some call it shopping, I call it research!) that can be applied to designing an expo hall.

Photo by Edward Howell on Unsplash

Interactive Experiences

Many stores engage shoppers throughout the store with interactive experiences, like taste testing. Who doesn’t love going to Costco or Trader Joe’s (pre-Covid, when they still did this!) to get some tasty freebies? By implementing interactive elements at events, you can create an engaging and memorable experience for attendees.

Seasonal Themes 

Retail stores adapt their displays to reflect seasonal themes. This may not make the same sense on an expo floor. But, you can adapt your experiences and areas on the floor to reflect the local community that the event is being held or to reflect current themes in your industry. This adaptable strategy ensures that your event remains fresh and relevant, catering to the specific needs of your attendees.

Appropriate product density

Stores with crowded aisles and excessive merchandise (think the Dollar Store, Winco, Walmart) are perceived as low-quality and low-priced.  Those with spacious sales floors (Nordstrom, boutique shops) and few displays are seen as high-quality and high-priced. Similarly, expo halls with spacious aisles, lounges, and experiences are seen as high quality an enticing.

Sightlines

Retail stores use short fixtures in front of the shop to give customers a clear view of the entire space. When customers approach the store, if a tall fixture obstructs their view, they might not be interested in the items on display and could end up leaving. Similarly, while booths in the front tend to want to be snazzy, and having an entrance is important, you want to make sure that they can see the back of the floor, which can help entice them to come in and explore the entire space.

Draws to the back

To attract shoppers and ensure they explore your entire store, it’s important to position exciting and bold displays towards the back of the shop. This will encourage them to venture deeper into the store and see all that you have to offer. It’s also a good idea to place destination areas, such as theaters and lounges, towards the rear of the shop so that customers can take in more of your products.

To learn more about how to apply psychology and human behavior principles to designing your expo hall, visit:
Redefining Meetings and Events: Connection, Conversation, and Experiences