A clear exhibition stand design brief can make the difference between a booth that simply looks attractive and one that actually supports your business goals.
For B2B exhibitors, the brief is the starting point for the entire stand design process. It tells the exhibition stand team what you are trying to achieve, who you want to attract, what needs to be included in the space and what practical limitations need to be considered.
The better the information you provide at the beginning, the easier it is for designers to develop a relevant concept, prepare accurate 3D visuals and reduce unnecessary revisions later.
If you are exhibiting at Dubai World Trade Centre, Expo City Dubai, ADNEC or another UAE venue, your brief should combine event information, stand specifications, brand requirements and commercial goals.
This guide explains exactly what to include in an exhibition stand design brief.
What Is an Exhibition Stand Design Brief?
An exhibition stand design brief is a document that explains what you need from your exhibition booth.
It provides your stand designer or contractor with important information such as:
- Event name
- Venue
- Stand number
- Booth dimensions
- Open sides
- Target audience
- Exhibition objectives
- Products being displayed
- Required facilities
- Branding requirements
- Budget
- Deadline
A good brief should explain both what the stand needs and why those elements are required.
For example, saying:
“We need a meeting room.”
is useful.
But saying:
“We expect distributor and procurement meetings during the exhibition, so we need one semi-private meeting area for four to six people.”
gives the designer much more useful information.
The second version helps the design team understand the purpose behind the requirement.
Why Is a Good Exhibition Stand Brief Important?
A vague brief forces the designer to make assumptions.
That can lead to:
- Too many design revisions
- Incorrect layouts
- Missing functional requirements
- Concepts that do not match the budget
- Delays in approvals
- Poor use of booth space
A detailed brief creates a clearer starting point.
As Tecna notes in its guide to exhibition briefs, the stand builder needs to understand what success actually looks like for the exhibitor, not simply receive a list of structural requirements.
A clear brief also helps you receive proposals that are easier to compare because different contractors are working from the same requirements.
Exhibition Stand Brief Checklist
Before sending your brief, make sure it covers the following:
| Information | What to Include |
| Event | Exhibition name and dates |
| Venue | Exhibition venue and city |
| Stand Number | Your allocated booth number |
| Booth Size | Width, depth and total sqm |
| Open Sides | 1, 2, 3 or 4 open sides |
| Audience | Who you want to attract |
| Objective | Leads, meetings, launch, demos, branding, etc. |
| Products | What will be displayed |
| Brand Assets | Logo, colours, fonts and guidelines |
| AV | Screens, LED walls, sound or interactive displays |
| Demo Area | Product demonstration requirements |
| Meetings | Open or private meeting spaces |
| Storage | Required storage area |
| Reception | Welcome desk or information counter |
| Hospitality | Coffee, refreshments or pantry requirements |
| Budget | Approximate project budget |
| Deadline | Concept and event deadlines |
| References | Previous stands and design inspirations |
This checklist can serve as the basic structure of your briefing document.
1. Start With the Event Name and Dates
The first section should include basic event information.
Mention:
- Exhibition name
- Event dates
- Build-up dates, if known
- Venue
- City
For example:
Event: GITEX Global
Venue: Dubai World Trade Centre
Location: Dubai, UAE
Event Dates: [Insert dates]
This immediately gives the design team context.
Different venues may also have different technical and operational requirements, so the venue should always be clearly identified.
2. Add Your Stand Number
Enter your stand/booth number.
Your stand number tells the designer where your booth will be located on the exhibition floor.
If possible, please also attach the latest exhibition floor plan.
ExpoCart suggests including the stand number, floor plan, stand orientation and dimensions as part of the initial briefing information.
The floor plan may contain:
- Major routes used by visitors
- Competitors that are nearby
- Access points
- Orientation Hall
- Stalls that will be next to yours
- Open sides
This information can influence the design of the stand entrance, branding and main points.
3. Provide Exact Booth Dimensions
Do not simply say:
“We have a medium-sized booth.”
Provide exact dimensions.
For example:
Stand Size: 8m x 6m
Total Area: 48 sqm
Also provide the maximum permitted height if the organiser has already shared it.
Exact measurements allow designers to plan:
- Wall locations
- Product displays
- Meeting rooms
- Storage
- Screens
- Counters
- Visitor circulation
If you are unsure which format is most appropriate for your floor space, you can also review the different types of exhibition stands before finalising the layout.
4. Mention How Many Sides Are Open
This is one of the most important pieces of information in the brief.
State whether the stand has:
- 1 open side
- 2 open sides
- 3 open sides
- 4 open sides
For example:
Booth: 8m x 6m
Open Sides: 2
Orientation: Corner stand
A one-side-open stand requires a very different design from an island stand that can be approached from four directions.
The number of open sides affects:
- Visitor entry points
- Wall positioning
- Branding visibility
- Reception placement
- Product displays
- Visitor movement
Do not assume the designer already knows this from the stand size.
5. Explain Your Main Business Objective
This is where many briefs become too generic.
Instead of writing:
“We want a beautiful booth.”
explain what the booth needs to achieve.
Your objective could be:
- Generate qualified leads
- Launch a new product
- Meet distributors
- Arrange private B2B meetings
- Increase brand visibility
- Demonstrate technology
- Enter the UAE market
- Meet existing customers
- Find regional partners
- Generate product enquiries
Where possible, make the objective measurable.
For example:
“Our primary objective is to meet potential distributors from the GCC and book at least 30 qualified meetings during the exhibition.”
That immediately gives the design team useful direction.
A stand created mainly for private meetings may look very different from one built primarily for live demonstrations.
6. Define Your Target Audience
Tell the designer who you want to attract.
Avoid broad descriptions such as:
“Business visitors.”
Be more specific.
For example:
- Procurement managers
- Architects
- Developers
- Distributors
- Government representatives
- Healthcare professionals
- CIOs
- Engineers
- Retail buyers
- Investors
Also explain what matters to that audience.
For example:
“Our target visitors are hotel procurement managers and interior designers looking for premium commercial lighting solutions.”
This helps the designer think about messaging, displays and visitor experience.
7. Share Your Brand Guidelines
Provide your latest brand assets.
This can include:
- Logo files
- Brand colours
- Fonts
- Brand guidelines
- Photography
- Product images
- Corporate presentation
- Website
- Marketing materials
Whenever possible, send logos in high-quality vector formats.
If your company has strict global branding rules, mention this clearly.
Also explain whether the stand should feel:
- Premium
- Minimal
- Industrial
- Technology-focused
- Luxury
- Sustainable
- Corporate
- Playful
The goal is not to design every detail yourself. It is to give the creative team enough direction to understand your brand.
8. List the Products or Services You Want to Promote
Show the visitors exactly what the stand designer sees.
For physical products, include:
- Size of Product
- Mass
- Value
- Display requirements
- Power supply requirements
- Whether visitors can touch them or work them
Describe how the offer will be demonstrated for services or software.
For example:
“We need three interactive screens showing our software platform and one main LED display for corporate videos.”
This helps the contractor build the layout around the actual content rather than designing an empty booth and adding products later.
9. Explain Your Product Demonstration Requirements
If demonstrations are important, describe them properly.
Include:
- Number of demo stations
- Number of visitors per demo
- Equipment required
- Power requirements
- Internet requirements
- Sound
- Seating
- Safety considerations
For example:
“We need two product demonstration counters. Each counter should allow one staff member to demonstrate the product to three or four visitors.”
For demonstration-heavy businesses, custom exhibition stands in Dubai can provide more flexibility for integrating specialist equipment, technology and visitor interaction areas.
10. Specify Screens and AV Requirements
Tell the contractor whether you need:
- LED wall
- TV screens
- Touchscreens
- Projectors
- Speakers
- Microphones
- Video conferencing
- Interactive technology
Also mention expected screen sizes if known.
For example:
Main Screen: 85-inch display
Demo Screens: 3 x 32-inch touchscreens
Audio: Low-volume sound for product videos
If you do not know the ideal setup, simply explain how you intend to use the technology.
The designer can then recommend an appropriate solution.
11. Define Your Meeting Space Requirements
B2B exhibitions often involve important commercial conversations.
Tell the contractor:
- How many meetings may happen simultaneously
- How many people usually attend each meeting
- Whether the space should be open or private
- Whether you need a VIP area
For example:
“We need two semi-private meeting areas for four people each and one enclosed meeting room for six people.”
This is far more useful than simply requesting “meeting space.”
12. Mention Your Storage Requirements
Storage is often forgotten until the design is nearly complete.
Think about what needs to be stored:
- Brochures
- Staff bags
- Product samples
- Giveaways
- Packaging
- Cleaning supplies
- Extra promotional material
If you need shelving, refrigeration or secure storage, include it in the brief.
A well-planned storage area helps keep the visitor-facing section of the booth clean and professional.
13. Include Reception Counter Requirements
Please advise whether you require a reception desk and how you wish to use it.
Here are some of the more interesting examples:
- Visitors welcome
- Get leads
- Exhibit brochures
- Badge scanning
- Schedule meetings
- Promotional materials for stores
Also give the designer a rough idea of how many staff will be using the counter.
The reception desk should support the visitor journey rather than simply taking up space near the entrance.
14. Explain Your Hospitality Requirements
Some B2B exhibitors use hospitality to encourage longer conversations.
Mention if you require:
- Coffee machine
- Water
- Refrigerator
- Sink
- Pantry
- Serving counter
- Refreshment storage
- VIP hospitality
For example:
“We expect several distributor meetings and would like a small pantry with coffee, water and concealed storage.”
These requirements need to be considered early because they can affect electrical, plumbing and storage planning.
15. Provide Your Budget Range
Many companies hesitate to share a budget.
However, giving the designer a realistic range can save a significant amount of time.
For example:
Approximate budget: AED 70,000–90,000
This tells the design team what level of structure, materials, technology and finishing should be considered.
A concept designed far above your available budget may later need major reductions that weaken the overall design.
Tecna similarly recommends sharing the real project budget early so the stand can be designed around the investment available rather than dramatically reduced later.
16. Share Your Deadline
Provide both:
- Event date
- Internal approval deadline
You may also have deadlines for:
- Initial concepts
- Final design approval
- Artwork
- Venue submission
- Fabrication
- Installation
Starting the process early gives the team more time for concept development, feedback and venue approvals.
Our guide on how far in advance you should book an exhibition stand explains how planning timelines vary depending on the type and complexity of the booth.
17. Share Previous Stand References
If you have exhibited before, send photographs of previous booths.
But don’t just send the images.
Explain what you liked and disliked.
For example:
Liked:
- Open entrance
- Large branding
- Private meeting room
Did not like:
- Reception blocked visitor access
- Product display was too small
- Storage was difficult to reach
This gives the designer useful insight without forcing them to copy the previous booth.
18. Add Design References You Like
You can also provide examples of other exhibition stands you like.
These might show:
- Architectural styles
- Lighting
- Materials
- Colour use
- Digital displays
- Meeting spaces
- Product presentation
Explain exactly what you like about each example.
Avoid simply sending ten random booth photos with no explanation.
The purpose of references is to communicate direction, not ask the designer to reproduce another brand’s stand.
19. Mention Things You Definitely Do Not Want
Negative direction can be surprisingly useful.
For example:
“We don’t want an enclosed booth.”
“Avoid excessive LED lighting.”
“We don’t want a reception desk blocking the entrance.”
“The stand should not look like our previous shell scheme.”
This helps the designer avoid concepts that may otherwise require unnecessary revisions.
Simple Exhibition Stand Brief Template
You can copy the following structure when preparing your next project.
Event Information
Event Name:
Event Dates:
Venue:
Stand Number:
Stand Dimensions:
Total Area:
Number of Open Sides:
Business Information
Company Name:
Website:
Industry:
Main Target Audience:
Exhibition Objectives
Primary Objective:
Secondary Objective:
Target Number of Leads/Meetings:
Products and Services
Products Being Displayed:
Product Dimensions:
Demonstration Requirements:
Stand Requirements
Reception Counter: Yes / No
Meeting Area:
Private Meeting Room:
Storage:
Hospitality/Pantry:
Screens/AV:
Interactive Elements:
Furniture:
Branding
Brand Guidelines: Attached / Not Available
Logo Files: Attached
Key Campaign Message:
Preferred Look and Feel:
Commercial Information
Budget Range:
Design Deadline:
Final Approval Deadline:
Other Requirements:
Common Exhibition Brief Mistakes to Avoid
Giving Only the Stand Size
Dimensions alone do not explain your business goals.
Saying “Make It Creative”
Creativity needs direction.
Explain the audience, objective and desired visitor experience.
Hiding the Budget
Without a budget range, the initial design may not be commercially realistic.
Forgetting Operational Requirements
Storage, staff numbers and meeting requirements can significantly affect layout.
Sending Requirements Too Late
Last-minute additions can require major redesigns.
Designing Around Looks Instead of Visitors
Your exhibition booth should not only look good in a 3D rendering.
It should help visitors:
- Enter easily
- Understand your offer
- Experience the product
- Speak with your team
- Take the next step
How Detailed Should an Exhibition Stand Brief Be?
A good brief does not need to be a 40-page presentation.
It simply needs to give the design team enough information to make informed decisions.
In most cases, a concise document covering:
- Event information
- Goals
- Audience
- Products
- Functional requirements
- Branding
- Budget
- Timeline
is sufficient to begin concept development.
If some details are still undecided, mention that clearly.
An experienced exhibition stand company in Dubai should be able to use the brief as the starting point for further discussion rather than expecting you to design the stand yourself.
What Happens After You Send the Brief?
Once the contractor receives the brief, the next stages normally include:
- Reviewing your requirements
- Clarifying technical questions
- Developing the stand concept
- Preparing the layout
- Creating 3D visualisations
- Reviewing feedback
- Finalising specifications
- Preparing the quotation
- Moving into technical design and fabrication
The clearer the initial brief, the more focused these discussions can be.
A strong brief does not restrict creativity.
It gives the designer the information needed to use creativity in the right direction.
Have Your Exhibition Brief Ready?
If your company has already confirmed its event, stand size and key requirements, the next step is turning that information into a practical exhibition stand concept.
Have your exhibition brief ready? Send it to our Dubai exhibition stand team for concept development and 3D design.
Share your event details, booth dimensions, objectives, products and budget range, and our team can use them as the starting point for your exhibition stand design.
Frequently Asked Questions
What should an exhibition stand brief include?
An exhibition stand brief should include the event name, venue, stand number, booth dimensions, open sides, business objectives, target audience, products, branding requirements, screens, meeting areas, storage, hospitality requirements, budget and project deadlines.
Why is an exhibition stand brief important?
A clear brief helps the design team understand your goals and requirements before creating the booth concept. This can reduce unnecessary revisions and help ensure the design supports your business objectives.
Should I include my exhibition stand budget in the brief?
Yes. Providing a realistic budget range helps the designer develop a concept that matches the investment available instead of designing something that later requires significant cost reductions.
Do I need to know exactly what the stand should look like?
No. You should communicate your brand, goals, functional requirements and any useful references. The stand designer can then develop the visual concept.
Should I include previous exhibition stand photos?
Yes. Previous booth photos can be useful, particularly when you explain what worked and what you would like to improve.
When should I send my exhibition stand brief?
Send the brief as early as possible after confirming your exhibition space. Larger and more complex custom stands generally require more time for design, approvals, fabrication and installation.
