Would you like to expand your trade show exhibit, but the price to increase your footprint seems cost-prohibitive? Instead of growing out, contemplate the possibility of expanding up.

It’s a concept referred to as “cubic content,” where you consider the entirety of the space you’ve rented at the show, not just the footprint (length x width x height). Picture your floorplan surrounded by glass walls and a ceiling at the height limit. The area encompassed is the cubic content.

Typically, the term cubic content refers to a display that occupies 100 percent of the area. However, in the U.S., most shows have strict line-of-sight regulations that stipulate you cannot block the view of your neighbor’s display. These rules typically require the front half of an exhibit to have low sidewalls.

However, this does not mean that you need to forgo that potentially valuable cubic content. You can make use of the space with a Double deck.

Benefits

Cost

For most displays, it costs less to expand up than it does to expand out. Typically, if you plan to use a Double Deck with an existing display, that is more cost-effective than renting a larger booth space and building extra exhibit space to accommodate the additional area.

In addition, renting a double deck can mean significant savings. Of course, that value depends on your intended use. If you plan to utilize the double deck for several years, it makes sense to buy. If, however, you only plan to use the double deck at one of a few shows, renting is likely your ideal option.

Make a Dramatic Impression

Want to be easily spotted from one end of the show floor to the other? Height will help you accomplish your goal. Even without signage, a double deck makes a striking statement at a trade show – but, don’t worry, you’ll have signage and logos along the second story to ensure that your branding makes the maximum impact. The very presence of the double deck combined with the signage creates an eye-catching display that will attract attention and visitors.

Display Options

Double Decks are expandable systems. You can use multiple size configurations based on your goals and the specific shape of your display space. For example, in our Dallas showroom, we showcase a custom double deck where visitors can easily enter the booth from three sides on the first floor. If a meeting is desired, visitors can venture up to the second floor and utilize the private meeting space. 

Privacy

Or not. It’s entirely up to you. The double deck is exceptionally flexible. You can have an open-invite coffee hour upstairs or restrict access for an invite-only event. Because the space is elevated, and you control the access points, it is easy to monitor who is allowed upstairs.

In addition, being elevated above the hustle and bustle of the show floor, even just the slight elevation above the noise, has a psychological effect of exclusivity for visitors.

Uses

V.I.P. Lounge

A double deck is an ideal location for an exclusive V.I.P. area. Upstairs, away from staring eyes and craning necks, you can privately entertain top prospects and customers. It’s the perfect spot where your guests can relax, have a snack or drink, charge their devices, and engage in casual, quiet conversation.

Meeting Rooms

If you intend to host a series of meetings with prospects and existing customers, a double deck can enable your get-together to be a little quieter and a lot more private. Hosting these meetings upstairs means you do not need to rent a room from the venue, which is often nowhere near your display. So, you can avoid both that cost and the hassle of hoofing across the show floor. Instead, an upstairs meeting room allows you to keep prospects and current customers surrounded by your brand for a significant amount of time.

Product Demos

On a double deck, attendees are more likely to focus on the demonstration because there are fewer surrounding distractions.

If you have secret prototypes, expensive items, or products that have not been revealed to the public, you can generate interest by hosting a series of demos behind closed doors. For products where you want to make a big splash, stage your demos out in the open to grab the attention of passers-by. A double deck is also an efficient way to have attendees flow through multiple curated demo stations to interact with different products.

Experiential Activation

Add to the excitement of your experiential activation by having attendees ascend a staircase. Then, once upstairs, guests can better focus on your activation without interruptions from the show floor. Your design house can equip the area with all of the technology and specialized equipment you need to create an engaging activation.

The second story is ideal for gaming areas, VR simulations, and more. The uniqueness of the double deck will add to the memorability factor for your activation and your brand.

Classrooms

Educational sessions require focus and concentration, which is easy to accomplish with four walls and a setting that’s apart from the energetic show floor. In addition, a dedicated classroom will help you maintain your session schedule and lessen delays and distractions.

Similar to an experiential activation, your design house will ensure that the classroom accommodates all of the technological requirements to achieve an ideal learning environment.

Large Conference Areas

While the size may be the same, a conference room has different needs from a classroom. These areas can be designed to enhance collaboration for a sales meeting or to engage with many stakeholders at one time. The room can also be used to host conference calls with decision-makers. 

International Displays

Companies that frequently travel overseas often encounter a language barrier issue. For example, Quebec is home to the largest French-speaking population in North America. However, there are also many English speakers in the area. Instead of assuming which language will dominate your event, you can host the same exhibition upstairs and downstairs in two different languages to accommodate everyone’s needs.

Double Deck Double-Check

Always check the trade show guidelines to ensure that your venue can contain a multi-level structure. It would be unfortunate if restrictions waylay your grand plans because event managers will not make an exception just for you.

Regulations vary, but in general, a double deck requires a minimum of a 20’x20’ footprint with at least a 20-foot clear height. Also, you may need to gain structural approval from the fire marshal.

It is also important to note that, according to the Americans with Disabilities Act, any general information you showcase on the top floor must also be available on the ground level.

If you find that you are outgrowing your current exhibit space, but do not wish to expand out, a double deck is the solution you need. To discover all of your opportunities to grow your display up, give The Trade Group a call at 800-343-2005.

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