Every exhibition has aisles, stands, and coffee queues. But what makes a show memorable are its feature areas - the theatres, lounges, demo zones, and registration spaces that give it shape and rhythm.
They’re the places where visitors gather, where content is consumed, where sponsors shine. In other words: the heartbeats of your event.
From filler to focal point
Bad feature areas feel like afterthoughts: a scattering of chairs in a corner, a stage that looks borrowed from a school play. They don’t inspire confidence, and they certainly don’t encourage rebooking.
Done right, a feature area is a destination in its own right - somewhere visitors plan to visit, sponsors compete to own, and photographers can’t resist posting on LinkedIn.
Pro tip: Treat feature areas as anchors, not add-ons. Design them into your floorplan from the start, so the whole show flows around them.
➡️ Did you know? We design and deliver every conceivable type of feature area to act as magnets, not fillers.
Sponsorship catnip
Feature areas are more than just spaces - they’re revenue machines. A branded theatre or networking lounge doesn’t just look smart; it gives sponsors pride of place in front of a captive audience.
Pro tip: Build sponsorship packages around feature areas. Position them as high-impact platforms, not bolt-on logos.
➡️ Did you know? We create sponsor-ready areas that organisers can monetise with confidence. Just ask us how.
Experience by design
Visitors judge a show by how it makes them feel. A thoughtfully designed registration zone sets the tone before they’ve seen a single stand. A buzzing theatre makes the content feel more valuable. A relaxed lounge turns strangers into contacts.
The furniture, the graphics, the lighting, the flow - it all adds up. Neglect it, and the show feels flat. Nail it, and the whole event feels elevated.
Pro tip: Walk the visitor journey on paper before build. Where do people gather, pause, or get lost? Those are your feature area opportunities.
➡️ Did you know? We combine design, build, and logistics to make every area run seamlessly for you.
Sustainability on show
Because feature areas are so visible, they’re also your best chance to showcase sustainable practice. Reusable walling, recyclable flooring, FSC-certified furniture - when hundreds of visitors see it, they carry the message for you.
Pro tip: Label sustainability measures clearly on-site. Sponsors love being associated with visible green credentials.
➡️ Did you know? We can deliver feature areas using reusable systems and recycled materials - without sacrificing style.
Feature areas aren’t just “nice to have.” They’re what people remember. They’re where sponsors feel valued, where visitors feel engaged, and where your event feels alive.
👉 If you want feature areas that act as true heartbeats for your events - stylish, sponsor-ready, and sustainable - talk to us today.