Trade show booths compared: Europe vs. the USA

To sum it up: Trade show booths in Europe are generally more elaborate and feature more detailed elements designed to capture visitors' attention.

Why is that? There are two main reasons in our view: First, there’s the drayage fee, which is charged for transporting booth elements within the venue and is calculated based on weight. Second, most trade shows in the U.S. require that the booth setup be done by unionized labor on-site, rather than by the trade show construction company’s specialists.

These factors mean that booths in the U.S. are typically designed to be lightweight and easy to assemble. With a comparable budget, booths in Europe can be more intricate and eye-catching – and as a result, European visitors have higher expectations for your trade show presence.

 

Details that make the difference

 

The differences between American and European trade show construction are evident in many detailed aspects. Here are the five most important ones:

 

Exhibition walls

Walls are the fundamental construction elements for any trade show booth. They primarily convey the design and messages our clients use to communicate with the market. In Europe, we use exhibition walls up to 5 meters high, achieving excellent visibility from a distance. However, due to the logistical constraints mentioned earlier, the maximum booth height at most U.S. trade shows is typically limited to 3 meters.

Ceiling structures

Ceiling-mounted trusses serve multiple purposes: they support the lights for both general and spot illumination, and more importantly, they hold ceiling banners that enhance the booth’s visibility from a distance. These ceiling structures are a common request from our clients at European trade shows.

 

Take the 2023 Soltec campaign, for example – the constructions differed significantly between continents. In the U.S., a simple rectangular frame with a fabric cover displaying the logo was used. In Europe, however, the ceiling structure was much more elaborate. It featured a support system for the lights, along with ceiling banners made of multiple light boxes that showcased the logo brightly across the entire hall.

Floors

Custom flooring sets a trade show booth apart from the public areas in the exhibition hall. More importantly, it’s a crucial part of the booth’s design, reflecting how a company wants to be perceived.

 

In the U.S., trade show booths typically use carpet as their flooring. In contrast, European booths often feature a raised platform, which not only elevates the booth physically but also enhances its distinction from the surrounding area. Higher-end flooring materials are commonly used, often mimicking natural materials or creating special color and shine effects. Additionally, base lighting in the company’s colors often frames the booth, adding an extra touch of sophistication.

Product presentation

One of the key benefits of trade shows is the ability to see, touch, and experience real products in action. This is especially valuable for complex machinery and technologies that require detailed explanation.

 

In the U.S., due to drayage costs and the complex setup process, many companies opt not to display larger products. In Europe, however, this is much easier to achieve. For example, we’ve brought high-voltage power and compressed air to a booth for a client in industrial cleaning technology, allowing their machines to be demonstrated live. The floor concealed steel plates that ensured the exhibits were securely anchored.

Eye-Catchers

It’s the unique details that make a trade show booth stand out from the crowd and spark initial conversations. In our booth designs for Europe, we fully utilize both creative and technical possibilities: we transform a booth into a smart structure. We install high-voltage power, data, and compressed air lines to operate heavy machinery. We even fill exhibition walls with water and grow plants inside them.

How can we draw people to your booth?

 

As you can see, European trade show construction offers countless ways to attract attention to your brand and offerings. We know these opportunities inside and out – and we'll build booths that impress even the most discerning visitors in Europe!

Matthias Glaser
Managing Director, Design, Planning, Project Management
+49 7665 42531-0
Daniel Spatz
Managing Director, Technical Project and Construction Management
+49 7665 42531-0
Felix Jansen
Felix Jansen
Project Management International Business
+49 151 5090 0099


ASH Aebi Schmidt AG, Profis on top 2015 Großglockner-Pass, 1400 sqm

Messestand ASH Aebi Schmidt mueller messebau grossglockner 2015 7

Dear Mr. Glaser, Mr Spatz,
we have been working together for many years and it is time to say thank you. THANK YOU for all previous trade fairs and events that we have realized together. Whether a stand over 1,000 m² or an extravagant location at Grossglockner. Because of your support, our performance is always a much-praised "eyecatcher".
Thank you also for an imaginative, humorous and trusting teamwork. We look forward to many more projects.



Carmen Heising
Head of Marketing & Communication
ASH Aebi Schmidt AG

Oetiker Deutschland GmbH, Battery Show Novi 2022 Michigan, 36 sqm

Messestand oetiker mueller messebau batteryshownovi2022 2

Just like on shows in the years past, we could rely on the professional work of Müller Messebau again this year and had one of the prettiest booths of the whole show on each of the four tradeshows we attempted this year. No matter if on a short notice or planned from far along, it always worked really well. It is soothing to have such a reliable and assisting partner on our side!



Philippe Baecke
Marketing EMEA
Oetiker Deutschland GmbH

Geister Medizintechnik GmbH, EACTS 2023 Vienna, 36 sqm

Messestand geister medizintechnik mueller messebau eacts2023 3

The entire trade fair planning through Müller Messebau is a pro-active cooperation. Fast response times, professional advice and, if necessary, uncomplicated solutions on site.
Geister Medizintechnik GmbH has been relying on the services of Müller Messebau for more than 10 years.
Thank you!



Fabio Paterno
VP Global Sales
Geister Medizintechnik GmbH

Klasmann-Deilmann GmbH, Cultivate 2019 Columbus, 36 sqm

Exhibition booth KlasmannDeilmann Cultivate Columbus19 Mueller International Exhibit Services 03

100% Peace of Mind for Me...
From Germany, we prepare for various trade shows in the USA. Working with Müller International is always top-notch: fast, professional, and reliable. When we arrive on-site, the booth is perfectly prepared, and any last-minute changes are handled smoothly. Special thanks to Erik Keever, who is available 24/7. This is how trade show construction should be!



Carmen Mecklenburg
Head of Corporate Marketing
Klasmann-Deilmann GmbH

HELLA Aglaia Mobile Vision GmbH, APTA Expo 2021 Orlando, 9 sqm

Messestand hella aglaia mueller messebau apta2021 1

The team of Müller International Services developed within a short time period into an established partner of ours. We are especially happy that we found a partner in which we can trust for our tradeshow projects worldwide at any time. After the show is before the show – we are looking forward to many more projects together.



Daniel Hocke
Head of Marketing & Communications
HELLA Aglaia Mobile Vision GmbH

iRT Systems GmbH, ESTRO 2015 Barcelona, 24 sqm

Messestand irt mueller messebau estro 2015 barcelona 1

Dear Mr. Glaser,
Dear Mr. Spatz, thanks a lot for the super work you have done for us in Barcelona and before that!
The trade fair was very successful for us, not at least because of our appearance, accordingly to our great stand.
We have been more than once congratulated for the stand, therefore I have strongly recommended you and handed out your business cards.



iRT Systems GmbH

Chromsystems, Analytica 2024 Munich, 40 sqm

Messestand chromsystems mueller messebau analytica2024 1

For our booth at Analytica 2024, we had one clear goal: visibility! And Müller Messebau made it happen – big time. With a 5-meter-high, fully illuminated backdrop, we were impossible to miss from every angle – a shining gem amidst the hustle and bustle of the trade fair. Working with them? As always, smooth, creative, and spot-on. We can’t wait to see what innovative highlight we’ll create with Müller Messebau next!



Dr. Andreas Gigler
Head of Marketing Communications
Chromsystems

RBA HOLDING DE COMUNICACIÓN, S.L.U., Buchmesse 2022 Frankfurt, 54 sqm

Messestand rba mueller messebau buchmesse2022 1

Müller Messebau understood right from the get go how to implement our ideas.
The booth we ordered was even better than imagined: Müller Messebau perfectly took care of the whole booth and even the smallest details



Elsa Esparbe
RBA HOLDING DE COMUNICACIÓN, S.L.U.

Soltec Energías Renovables S.L., Solar Power International SPI 2019 Anaheim, 139 sqm

Messestand soltec mueller messebau spi2019 1

Our success worldwide wouldn’t be possible without attention to detail, and Müller International Services Inc. manages to surprise us every year with the best booth in all our tradeshow attendances. Friendly assistance and a professional project management, always looking forward to give us their best. It is a pleasure to work with them and feel part of the same team.



Emmanuel Riquelme
Marketing
Soltec Energías Renovables S.L.