{"id":4521,"date":"2025-12-05T12:53:53","date_gmt":"2025-12-05T11:53:53","guid":{"rendered":"https:\/\/www.espositiva.com\/?p=4521"},"modified":"2025-12-05T12:53:53","modified_gmt":"2025-12-05T11:53:53","slug":"spaces-flows-paths-customer-experience","status":"publish","type":"post","link":"https:\/\/www.espositiva.com\/en\/spaces-flows-paths-customer-experience\/","title":{"rendered":"Space, flow, and pathway management: a practical guide to improving the customer experience"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"4521\" class=\"elementor elementor-4521 elementor-4453\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-78dfd511 e-flex e-con-boxed e-con e-parent\" data-id=\"78dfd511\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f2dd10 elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"f2dd10\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInDown&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Space, flow, and pathway management: a practical guide to improving the customer experience<\/h1>\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-21c1644 e-con-full e-flex e-con e-child\" data-id=\"21c1644\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-680fc6ad elementor-widget elementor-widget-image\" data-id=\"680fc6ad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1748\" height=\"922\" src=\"https:\/\/www.espositiva.com\/wp-content\/uploads\/2024\/12\/neff-espositiva.png\" class=\"attachment-full size-full wp-image-3051\" alt=\"Stand Neff by Espositiva\" srcset=\"https:\/\/www.espositiva.com\/wp-content\/uploads\/2024\/12\/neff-espositiva.png 1748w, https:\/\/www.espositiva.com\/wp-content\/uploads\/2024\/12\/neff-espositiva-300x158.png 300w, https:\/\/www.espositiva.com\/wp-content\/uploads\/2024\/12\/neff-espositiva-1024x540.png 1024w, https:\/\/www.espositiva.com\/wp-content\/uploads\/2024\/12\/neff-espositiva-768x405.png 768w, https:\/\/www.espositiva.com\/wp-content\/uploads\/2024\/12\/neff-espositiva-1536x810.png 1536w\" sizes=\"(max-width: 1748px) 100vw, 1748px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7d2d475 e-flex e-con-boxed e-con e-parent\" data-id=\"7d2d475\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-baf85c1 elementor-widget elementor-widget-text-editor\" data-id=\"baf85c1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">When designing an<\/span><a href=\"https:\/\/www.espositiva.com\/en\/trade-show-booth-design-for-sigep-impactful-exhibition\/\" target=\"_blank\" rel=\"noopener\"> <b><span style=\"text-decoration: underline;\">effective trade show booth<\/span><\/b><\/a><span style=\"font-weight: 400;\">, a showroom or temporary store, it is easy to focus only on the scenic effect. But those who visit these spaces will mostly remember how they felt as they walked through them. Whether he understood where to go, whether he found the right place to stop and talk, and whether the experience was smooth or tiring. <\/span><\/p><p><span style=\"font-weight: 400;\">In this abridged version of the guide, we will see how to work in a practical way on <\/span><b>spaces<\/b><span style=\"font-weight: 400;\">, <\/span><b>flows<\/b><span style=\"font-weight: 400;\"> e <\/span><b>paths<\/b><span style=\"font-weight: 400;\"> to improve the <\/span><b>customer experience<\/b><span style=\"font-weight: 400;\"> at trade shows and in corporate exhibition spaces, with a concrete look for <\/span><b>marketing managers<\/b><span style=\"font-weight: 400;\"> e <\/span><b>designers<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6034d9e4 e-flex e-con-boxed e-con e-parent\" data-id=\"6034d9e4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-6ff12604 e-con-full e-flex e-con e-child\" data-id=\"6ff12604\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e6b7912 elementor-toc--content-ellipsis elementor-widget__width-initial elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"e6b7912\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;Non sono state trovate intestazioni in questa pagina.&quot;,&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;marker_view&quot;:&quot;numbers&quot;,&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<div class=\"elementor-toc__header-title\">\n\t\t\t\tIndex\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__e6b7912\" aria-expanded=\"true\" aria-label=\"Open table of contents\"><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-down\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M207.029 381.476L12.686 187.132c-9.373-9.373-9.373-24.569 0-33.941l22.667-22.667c9.357-9.357 24.522-9.375 33.901-.04L224 284.505l154.745-154.021c9.379-9.335 24.544-9.317 33.901.04l22.667 22.667c9.373 9.373 9.373 24.569 0 33.941L240.971 381.476c-9.373 9.372-24.569 9.372-33.942 0z\"><\/path><\/svg><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\" role=\"button\" tabindex=\"0\" aria-controls=\"elementor-toc__e6b7912\" aria-expanded=\"true\" aria-label=\"Close table of contents\"><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-up\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M240.971 130.524l194.343 194.343c9.373 9.373 9.373 24.569 0 33.941l-22.667 22.667c-9.357 9.357-24.522 9.375-33.901.04L224 227.495 69.255 381.516c-9.379 9.335-24.544 9.317-33.901-.04l-22.667-22.667c-9.373-9.373-9.373-24.569 0-33.941L207.03 130.525c9.372-9.373 24.568-9.373 33.941-.001z\"><\/path><\/svg><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__e6b7912\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5de2b727 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"5de2b727\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Before the plant: clear goals and real people<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a942cd2 elementor-widget elementor-widget-text-editor\" data-id=\"3a942cd2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The most effective way to design a <\/span><b>layout<\/b><span style=\"font-weight: 400;\"> is not to start with the floor plan design, but with three basic questions: what needs to happen in the space, who we want to bring in, how this moment fits into the <\/span><b>customer journey<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-181a59d0 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"181a59d0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">What needs to happen in the exhibition space<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19fad4a elementor-widget elementor-widget-text-editor\" data-id=\"19fad4a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One <\/span><b>exhibition space<\/b><span style=\"font-weight: 400;\">  can do many things, but it cannot do them all at the same level. Before even choosing the   <\/span><b>layout<\/b><span style=\"font-weight: 400;\"> it pays to decide what the priority is:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Getting people to discover a new range or product launch;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generate qualified contacts for the sales network;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Strengthen brand positioning;<\/span><span style=\"font-weight: 400;\"><br><\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Building relationships with partners, distributors or the press.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Once the main objective is defined, the <b style=\"font-style: inherit;\">display plan<\/b><span style=\"font-weight: 400;\"> and distribution of functions must make it obvious: what matters most cannot end up at the back of the path, hidden behind other content.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-58d181ba elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"58d181ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Who do we really want to bring in<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4a652968 elementor-widget elementor-widget-text-editor\" data-id=\"4a652968\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In a <\/span><b>booth<\/b><span style=\"font-weight: 400;\">  not all visitors have the same value. Buyers, designers, end customers, press, partners-each has different needs and times. Designing with &#8220;everyone&#8221; in mind almost always leads to a generic experience.  <\/span><\/p><p><span style=\"font-weight: 400;\">Better to choose one or two priority profiles and build the <\/span><b>path<\/b><span style=\"font-weight: 400;\">  first and foremost for them. The curious visitor must be able to grasp the essence of the brand in just a few steps. Those with real interest must find, effortlessly, the areas for technical insights and spaces for dialogue.  <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-25997a0d elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"25997a0d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Connecting the space to the customer journey<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-69b96921 elementor-widget elementor-widget-text-editor\" data-id=\"69b96921\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One <\/span><b>trade show booth<\/b><span style=\"font-weight: 400;\"> is not an isolated incident: it is a stage within a larger journey. Before the visit people have seen campaigns, emails, social content, invitations. After the visit they will receive follow-ups, technical materials, business proposals. <\/span><\/p><p><span style=\"font-weight: 400;\">If the physical experience is not consistent with this path, discontinuity is generated. On the contrary, one <\/span> <a href=\"https:\/\/www.espositiva.com\/en\/experiential-showroom-that-tells-brand-identity\/\" target=\"_blank\" rel=\"noopener\"> <b><span style=\"text-decoration: underline;\">effective corporate showroom<\/span><\/b><\/a><span style=\"font-weight: 400;\"> that echoes visual language, messages, and tone of other touchpoints reinforces brand memory and makes subsequent marketing efforts more effective.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-80b5771 e-grid e-con-boxed elementor-invisible e-con e-child\" data-id=\"80b5771\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2ab3798 elementor-widget elementor-widget-image\" data-id=\"2ab3798\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.espositiva.com\/wp-content\/uploads\/elementor\/thumbs\/quattrobi_lab_1-rbxziyji7gjcw9b0414qk1ezh8tfwy1m2ni8l74vy8.webp\" title=\"quattrobi_lab_1\" alt=\"Quattrobi Market - lab\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8c6b344 elementor-widget elementor-widget-image\" data-id=\"8c6b344\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.espositiva.com\/wp-content\/uploads\/elementor\/thumbs\/akena-04-1-rfbcbjzw6ic9si9w97e3nc69wuhtq688lizr6pk4ow.webp\" title=\"akena-04\" alt=\"Stand Akena, fiera Ecomondo 2022\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4da8052 e-flex e-con-boxed e-con e-parent\" data-id=\"4da8052\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-9504427 e-con-full e-flex e-con e-child\" data-id=\"9504427\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b35149a elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"b35149a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Choose layout: open, guided or hybrid<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef177d5 elementor-widget elementor-widget-text-editor\" data-id=\"ef177d5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Having clarified objectives and targets, the next step is to choose the <\/span><b>exhibition layout<\/b><span style=\"font-weight: 400;\">: how people will enter, move in, and leave.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cc9626 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"6cc9626\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Open layout: lower the input threshold<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a483984 elementor-widget elementor-widget-text-editor\" data-id=\"a483984\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In the <\/span><b>open layout<\/b><span style=\"font-weight: 400;\">  space is immediately legible, entrances are wide, barriers minimal. It is the ideal choice when you need to intercept a lot of traffic, lower the entry threshold, and make it easy for even those who are not yet familiar with the brand to enter. <\/span><\/p><p><span style=\"font-weight: 400;\">Advantage: opportunities for first contact are multiplied. Risk: If there are no clear points of interest inside, people get in and out very quickly. Therefore, the project must include some &#8220;anchors&#8221; that invite people to continue the journey.  <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-21569bd elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"21569bd\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Guided path: orchestrating attention<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f25c8ee elementor-widget elementor-widget-text-editor\" data-id=\"f25c8ee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In <\/span><b>guided route<\/b><span style=\"font-weight: 400;\">  the floor plan accompanies the visitor step by step, with a clear direction of travel. It is useful when you want to tell a structured story, explain complex processes or build an immersive experience. <\/span><\/p><p><span style=\"font-weight: 400;\">Advantage: attention is orchestrated, content follows logically, sales team works on a coherent narrative. Risk: If the path is too rigid, those with little time feel &#8220;caged in.&#8221; Hence the need to provide shortcuts and intermediate exits.  <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dfaf461 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"dfaf461\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Hybrid layout: flexibility for different people<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ddbbcde elementor-widget elementor-widget-text-editor\" data-id=\"ddbbcde\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In many cases, the best solution is a <\/span><b>hybrid layout<\/b><span style=\"font-weight: 400;\">: an open front space, some areas with a <\/span><b>guided path<\/b><span style=\"font-weight: 400;\"> for those who want to explore further, a more collected area for meetings and negotiations.<\/span><\/p><p><span style=\"font-weight: 400;\">This approach makes it possible to:<\/span><\/p><ul><li><span style=\"font-weight: 400;\">welcome passersby and curious visitors;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Direct those who show interest to thematic islands or demos;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide dedicated spaces for those who need to discuss concrete projects.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">For a <\/span><b>marketing manager<\/b><span style=\"font-weight: 400;\"> means being able to manage traffic volumes and quality of interactions at the same time, without forcing everyone to have the same experience.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-56d9af3 e-grid e-con-boxed elementor-invisible e-con e-child\" data-id=\"56d9af3\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8cb58f7 elementor-widget elementor-widget-image\" data-id=\"8cb58f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.espositiva.com\/wp-content\/uploads\/elementor\/thumbs\/Lomac_02-reava7gneq604bn21rpagld8633g086ybz5ftgajls.webp\" title=\"Lomac_02\" alt=\"Persona di fronte al desk sulle scale di benvenuto\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-143a419 elementor-widget elementor-widget-image\" data-id=\"143a419\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.espositiva.com\/wp-content\/uploads\/elementor\/thumbs\/vinitaly-23-relaye9xvtrfy901a6ag8b7onu36bbac2hxuhpuc3k.webp\" title=\"vinitaly-23\" alt=\"Stand Pasqua alla fiera Vinitaly del 2023\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2ec65ae e-flex e-con-boxed e-con e-parent\" data-id=\"2ec65ae\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-682ea78 e-con-full e-flex e-con e-child\" data-id=\"682ea78\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6b9f185 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"6b9f185\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Functional zoning: giving each area a role<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-80541f0 elementor-widget elementor-widget-text-editor\" data-id=\"80541f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Chosen the <\/span><b>layout<\/b><span style=\"font-weight: 400;\">, the next step is the <\/span><b>functional zoning<\/b><span style=\"font-weight: 400;\">: dividing the space into areas with a specific role. This is where marketing objectives, operational needs, and visitor behavior begin to translate into square footage. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e28af01 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"e28af01\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The key areas of an exhibition space<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcb3f37 elementor-widget elementor-widget-text-editor\" data-id=\"dcb3f37\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In almost every <\/span><b>set-up<\/b><span style=\"font-weight: 400;\"> we find some recurring functions:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a397e95 e-flex e-con-boxed e-con e-parent\" data-id=\"a397e95\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2a97dab e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"2a97dab\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInLeft&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2175f66 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"2175f66\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Reception<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5ef7fca e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"5ef7fca\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-379afa9 elementor-widget elementor-widget-text-editor\" data-id=\"379afa9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Where the visitor decides whether to enter. It must be visible, accessible, consistent with the tone of the brand. An important part of the relationship is played out in a few seconds.  <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b2a0725 e-flex e-con-boxed e-con e-parent\" data-id=\"b2a0725\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-cd7bdfa e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"cd7bdfa\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInLeft&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2d2504a elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"2d2504a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Short story<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-356e61a e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"356e61a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7f4270c elementor-widget elementor-widget-text-editor\" data-id=\"7f4270c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">the area where the brand explains who it is, what it does, why it is different. Institutional walls, narrative panels, synthesis installations: this is the key to the rest of the space. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-dbd603a e-flex e-con-boxed e-con e-parent\" data-id=\"dbd603a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-980af26 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"980af26\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInLeft&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d9aa5f3 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"d9aa5f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Trial and demo<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6dd1325 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"6dd1325\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-03c6336 elementor-widget elementor-widget-text-editor\" data-id=\"03c6336\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Where products and services become concrete. Ergonomics, safety, and clarity of gestures are essential to allow the visitor to experience without embarrassment. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3ff4db4 e-flex e-con-boxed e-con e-parent\" data-id=\"3ff4db4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-52abf73 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"52abf73\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInLeft&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6dcedc0 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"6dcedc0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Report<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-42f040f e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"42f040f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7349ecb elementor-widget elementor-widget-text-editor\" data-id=\"7349ecb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>tables, lounges, lounges. These are the spaces where we really talk about projects and opportunities. Acoustic comfort, light, and perceptions of privacy count here.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-649c895 e-flex e-con-boxed e-con e-parent\" data-id=\"649c895\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-fc1cf09 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"fc1cf09\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInLeft&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-03436d3 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"03436d3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Service and back office<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0cbaf9e e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"0cbaf9e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4249849 elementor-widget elementor-widget-text-editor\" data-id=\"4249849\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">warehouse, archives, technical storerooms. Visitors do not see them, but the quality of their experience also depends on the order and functionality of these areas. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-277fd10 e-flex e-con-boxed e-con e-parent\" data-id=\"277fd10\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-00daac8 e-con-full e-flex e-con e-child\" data-id=\"00daac8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0f7a788 elementor-widget elementor-widget-text-editor\" data-id=\"0f7a788\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One <\/span><b>functional zoning<\/b><span style=\"font-weight: 400;\"> well done is one in which each area has a recognizable task and connects naturally to the others, without overlaps or holes.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-09496a3 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"09496a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Spaces for breathing, waiting and transit<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-90a5759 elementor-widget elementor-widget-text-editor\" data-id=\"90a5759\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In addition to the obvious functions, there are <\/span><b>spaces<\/b><span style=\"font-weight: 400;\"> less &#8220;visible&#8221; but critical to the quality of the experience: the breathing zones, waiting areas, and transit corridors.<\/span><\/p><p><span style=\"font-weight: 400;\">Breathing spaces avoid visual overload, allow information to settle and offer micro-breaks between content. Waiting areas turn the time before a demo or meeting into an opportunity to better enter the brand&#8217;s world. Aisles, when properly sized, keep the    <\/span><b>flows<\/b><span style=\"font-weight: 400;\"> without bottlenecks, avoiding both congestion and a feeling of emptiness.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1bc8476 e-flex e-con-boxed e-con e-parent\" data-id=\"1bc8476\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-beba4e7 elementor--h-position-center elementor--v-position-middle elementor-arrows-position-inside elementor-pagination-position-inside elementor-widget elementor-widget-slides\" data-id=\"beba4e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;navigation&quot;:&quot;both&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;pause_on_hover&quot;:&quot;yes&quot;,&quot;pause_on_interaction&quot;:&quot;yes&quot;,&quot;autoplay_speed&quot;:5000,&quot;infinite&quot;:&quot;yes&quot;,&quot;transition&quot;:&quot;slide&quot;,&quot;transition_speed&quot;:500}\" data-widget_type=\"slides.default\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-slides-wrapper elementor-main-swiper swiper\" role=\"region\" aria-roledescription=\"carousel\" aria-label=\"Slide\" dir=\"ltr\" data-animation=\"fadeInUp\">\n\t\t\t\t<div class=\"swiper-wrapper elementor-slides\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-repeater-item-2a5dc36 swiper-slide\" role=\"group\" aria-roledescription=\"slide\"><div class=\"swiper-slide-bg\" role=\"img\" aria-label=\"Stand Pasqua alla fiera Vinitaly del 2022\"><\/div><div class=\"swiper-slide-inner\" ><div class=\"swiper-slide-contents\"><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-69597fc e-flex e-con-boxed e-con e-parent\" data-id=\"69597fc\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-f27b6f0 e-con-full e-flex e-con e-child\" data-id=\"f27b6f0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e5608cf elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"e5608cf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Managing flows: making movement natural<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1fcb621 elementor-widget elementor-widget-text-editor\" data-id=\"1fcb621\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A <\/span><b>layout<\/b><span style=\"font-weight: 400;\">  effective is not enough: we need to understand how people will actually move in space. Managing the   <\/span><b>flows<\/b><span style=\"font-weight: 400;\"> means designing inputs, outputs, and paths so that each step is intuitive.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-04f38bf elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"04f38bf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Readable inputs and outputs<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f8b5b0 elementor-widget elementor-widget-text-editor\" data-id=\"9f8b5b0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In crowded settings, the visitor&#8217;s first decision is very simple: go in or go over. Therefore, the entrance should be immediately recognizable, unobstructed, and aligned with the main corridors. <\/span><\/p><p><span style=\"font-weight: 400;\">The exit also plays an important role: it must allow you to leave the <\/span><b>stand<\/b><span style=\"font-weight: 400;\">  without crossing crowded areas again, to avoid the feeling of &#8220;being trapped.&#8221; Good access design contributes directly to the perception of comfort. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cefd0aa elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"cefd0aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Main route and in-depth routes<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6d65ba7 elementor-widget elementor-widget-text-editor\" data-id=\"6d65ba7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Within each <\/span><b>exhibition space<\/b><span style=\"font-weight: 400;\"> there are always a <\/span><b>main pathway<\/b><span style=\"font-weight: 400;\">, which most people will follow almost instinctively, and some secondary paths.<\/span><\/p><p><span style=\"font-weight: 400;\">The main one should lead easily from the entrance to the heart of the proposal, alternating between moments of impact and areas of pause. Clearly recognizable secondary pathways invite those who are more interested in learning more about specific topics, visiting technical areas or participating in demos. <\/span><\/p><p><span style=\"font-weight: 400;\">The goal is to leave freedom without creating confusion: everyone must immediately understand where they are, where they can stop and how to get out.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4d6c83d elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"4d6c83d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Avoid bottlenecks and dead zones<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-415274c elementor-widget elementor-widget-text-editor\" data-id=\"415274c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Two frequent mistakes are bottlenecks and dead zones.<\/span><\/p><p><span style=\"font-weight: 400;\">Bottlenecks arise where the <\/span><b>space<\/b><span style=\"font-weight: 400;\">  is not commensurate with the number of people: narrow entrances, forced passages, demos placed in transit points. Dead zones, on the other hand, are surfaces that are almost never used because they are poorly visible or poorly connected to the rest of the   <\/span><b>route<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">Observing the actual behavior of visitors in the first few hours of the event, and being prepared for minor adjustments on the spot, often allows us to significantly improve the smoothness of the <\/span><b>flows<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6c33b25 e-flex e-con-boxed e-con e-parent\" data-id=\"6c33b25\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-773324a e-con-full e-flex e-con e-child\" data-id=\"773324a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ce379b elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"3ce379b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Wayfinding and signage: making the space understood at a glance<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b66df6d elementor-widget elementor-widget-text-editor\" data-id=\"b66df6d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Once defined <\/span><b>layout<\/b><span style=\"font-weight: 400;\">, <\/span><b>zoning<\/b><span style=\"font-weight: 400;\"> e <\/span><b>flows<\/b><span style=\"font-weight: 400;\">, comes into play the <\/span><b>wayfinding<\/b><span style=\"font-weight: 400;\">: the system of visual and textual elements that helps people find their way without having to constantly ask for directions.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9e25f02 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"9e25f02\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Three levels of signage<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a05acf1 elementor-widget elementor-widget-text-editor\" data-id=\"a05acf1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A system of <\/span><b>signage<\/b><span style=\"font-weight: 400;\"> effective works on three levels:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-925a539 e-flex e-con-boxed e-con e-parent\" data-id=\"925a539\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-95a0f51 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"95a0f51\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInLeft&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d59a5ba elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"d59a5ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Macro<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-637b0a4 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"637b0a4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0163736 elementor-widget elementor-widget-text-editor\" data-id=\"0163736\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">helps to understand from a distance where the <\/span><b>booth<\/b><span style=\"font-weight: 400;\">, where the entrances are, what is the main direction of visitation. Tall signs, volumes, graphic walls play a central role. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c045a74 e-flex e-con-boxed e-con e-parent\" data-id=\"c045a74\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-6d71af9 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"6d71af9\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInLeft&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-75d081b elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"75d081b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Meso<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6b2c7ee e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"6b2c7ee\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1160f01 elementor-widget elementor-widget-text-editor\" data-id=\"1160f01\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">organizes internal areas, making functions such as reception, demo, counseling, technical area, non-accessible warehouse legible.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d2c9f28 e-flex e-con-boxed e-con e-parent\" data-id=\"d2c9f28\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2ca88cf e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"2ca88cf\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInLeft&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-03e61df elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"03e61df\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Micro<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9c3ce16 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"9c3ce16\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6fc881e elementor-widget elementor-widget-text-editor\" data-id=\"6fc881e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">accompanies the individual product or content, with labels, short descriptions, data sheets or QR codes for insights.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e4a08b4 e-flex e-con-boxed e-con e-parent\" data-id=\"e4a08b4\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-731d16f e-con-full e-flex e-con e-child\" data-id=\"731d16f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2d916b7 elementor-widget elementor-widget-text-editor\" data-id=\"2d916b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Working consistently on these three levels means reducing cognitive effort and freeing up time and energy for brand dialogue.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c240133 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"c240133\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Integration of physical and digital<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d21c947 elementor-widget elementor-widget-text-editor\" data-id=\"d21c947\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Today the <\/span><b>wayfinding<\/b><span style=\"font-weight: 400;\">  is no longer just physical. QR codes, screens, dynamic content and web applications can extend the experience beyond the perimeter of the   <\/span><b>booth<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">The important thing is to use digital to simplify: to lighten physical panels, to offer on-demand insights, to allow the visitor to save useful content and contact information for later. It is not about adding technology for its own sake, but intelligently extending the experience begun in the   <\/span><b>exhibition space<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c557dbc e-flex e-con-boxed e-con e-parent\" data-id=\"c557dbc\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-31acebc e-con-full e-flex e-con e-child\" data-id=\"31acebc\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6299c72 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"6299c72\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Comfort and perception: designing how you are in space<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9dff319 elementor-widget elementor-widget-text-editor\" data-id=\"9dff319\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The quality of the <\/span><b>customer experience<\/b><span style=\"font-weight: 400;\"> also depends on more subtle but immediately perceptible elements: light, acoustics, materials, ergonomics.<\/span><\/p><p><span style=\"font-weight: 400;\">Good lighting makes content readable and highlights what is really important, without glare. Controlled acoustics allow for effortless speaking and listening, even in noisy settings. The density of the    <\/span><b>space<\/b><span style=\"font-weight: 400;\"> should be calibrated according to the expected number of people, avoiding both crowding and the &#8220;empty&#8221; effect.<\/span><\/p><p><span style=\"font-weight: 400;\">Special attention should be paid to the points of <\/span><b>rest stops<\/b><span style=\"font-weight: 400;\"> and areas of <\/span><b>relationship<\/b><span style=\"font-weight: 400;\">: comfortable seating, adequate light, perception of privacy. These are the places where an important part of the commercial outcome of the event is decided. <\/span><\/p><p><span style=\"font-weight: 400;\">Finally, the goal is not to impress at all costs, but to choose a few truly memorable elements and build a coherent environment around them. Too many visual and aural stimuli overload the senses and make it harder to remember the brand. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-05f89f2 e-grid e-con-boxed elementor-invisible e-con e-child\" data-id=\"05f89f2\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-dcacac5 elementor-widget elementor-widget-image\" data-id=\"dcacac5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.espositiva.com\/wp-content\/uploads\/elementor\/thumbs\/akena_salone-01-rfnnyrzeonqmh16mjcqklk0ji8diqfverqi6vivao0.webp\" title=\"akena_salone-01\" alt=\"Salone Akena\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-409d273 elementor-widget elementor-widget-image\" data-id=\"409d273\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.espositiva.com\/wp-content\/uploads\/elementor\/thumbs\/akena_salone-02-rfno021hzjho9xbq2enahqe4m42i7ly9a2gze2z074.webp\" title=\"akena_salone-02\" alt=\"Salone Akena\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a8c13b1 e-flex e-con-boxed e-con e-parent\" data-id=\"a8c13b1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-25536ae e-con-full e-flex e-con e-child\" data-id=\"25536ae\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b68b147 elementor-widget-mobile__width-inherit elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"b68b147\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Measuring and improving: from post-event to next plant<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8bc6cb elementor-widget__width-initial elementor-widget-mobile__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"c8bc6cb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Each <\/span><b>set-up<\/b><span style=\"font-weight: 400;\">  Is also a live test. Observe what happens in the   <\/span><b>space<\/b><span style=\"font-weight: 400;\"> helps to improve choices on <\/span><b>layout<\/b><span style=\"font-weight: 400;\">, <\/span><b>flows<\/b><span style=\"font-weight: 400;\"> e <\/span><b>paths<\/b><span style=\"font-weight: 400;\"> in subsequent editions.<\/span><\/p><p><span style=\"font-weight: 400;\">Some simple indicators may be:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">average time in the <\/span><b>booth<\/b><span style=\"font-weight: 400;\">;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Number and quality of meaningful business conversations;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">busiest areas and underutilized areas;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recurring critical issues reported by the team or visitors.<\/span><p> <\/p><\/li><\/ul><p><span style=\"font-weight: 400;\">Gathering this information, synthesizing it, and using it as a starting point for the next project turns each event into a step forward in <\/span><b>continuous improvement<\/b><span style=\"font-weight: 400;\"> of the customer experience.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-89874bc e-flex e-con-boxed e-con e-parent\" data-id=\"89874bc\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a768822 e-con-full e-flex e-con e-child\" data-id=\"a768822\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8c80e54 elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"8c80e54\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The Espositiva method: from concept to operational management<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2e9f8a0 elementor-widget elementor-widget-text-editor\" data-id=\"2e9f8a0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The principles described so far find concreteness in the <\/span><b>Espositiva method<\/b><span style=\"font-weight: 400;\">, which focuses on the relationship between brands, people and the exhibition context.<\/span><\/p><p><span style=\"font-weight: 400;\">The process starts with a shared analysis of goals, brand identity, and scenario of the trade show or showroom. From here comes a <\/span><b>spatial concept<\/b><span style=\"font-weight: 400;\"> that defines how the <\/span><b>space<\/b><span style=\"font-weight: 400;\">, which main stages will make up the <\/span><b>path<\/b><span style=\"font-weight: 400;\"> and what role the different areas will play.<\/span><\/p><p><span style=\"font-weight: 400;\">La <\/span><b>exhibition floor plan<\/b><span style=\"font-weight: 400;\"> is developed by combining <\/span><b>layout<\/b><span style=\"font-weight: 400;\">, <\/span><b>functional zoning<\/b><span style=\"font-weight: 400;\">, management of <\/span><b>flows<\/b><span style=\"font-weight: 400;\">, <\/span><b>wayfinding<\/b><span style=\"font-weight: 400;\"> and environmental comfort. Work continues in the operational phase, with site coordination and verification of consistency between design and implementation. <\/span><\/p><p><span style=\"font-weight: 400;\">During the event, the observation of the <\/span><b>flows<\/b><span style=\"font-weight: 400;\"> real-life and discussions with the client&#8217;s team allow them to gather useful insights. Each <\/span><b>staging<\/b><span style=\"font-weight: 400;\"> thus becomes the basis for the next one, in a process of continuous refinement.<\/span><\/p><p><span style=\"font-weight: 400;\">To learn more about the method, visit our pages on<\/span><a href=\"https:\/\/www.espositiva.com\/en\/skills\/exhibit\/\" target=\"_blank\" rel=\"noopener\"> <b><span style=\"text-decoration: underline;\">Exhibit<\/span><\/b><\/a><span style=\"font-weight: 400;\">,<\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.espositiva.com\/en\/skills\/retail\/\" target=\"_blank\" rel=\"noopener\"> <b>Retail<\/b><\/a><\/span><span style=\"font-weight: 400;\">,<\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.espositiva.com\/en\/skills\/corporate-spaces\/\" target=\"_blank\" rel=\"noopener\"> <b>Corporate spaces<\/b><\/a><\/span><span style=\"font-weight: 400;\"> e<\/span><a href=\"https:\/\/www.espositiva.com\/en\/skills\/exhibitions-and-events\/\" target=\"_blank\" rel=\"noopener\"> <b><span style=\"text-decoration: underline;\">Exhibitions and Events<\/span><\/b><\/a><span style=\"font-weight: 400;\">, or find out how we work on<\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.espositiva.com\/en\/how-we-do-it\/\" target=\"_blank\" rel=\"noopener\"> <b>layout, zoning and flows<\/b><\/a><\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4626d0d9 e-flex e-con-boxed e-con e-parent\" data-id=\"4626d0d9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-761b8b1c e-con-full e-flex e-con e-child\" data-id=\"761b8b1c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1a91d44e elementor-widget-mobile__width-inherit elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"1a91d44e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInRight&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">From square meters to experiences: how to go forward<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d206539 elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"d206539\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInRight&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">For <\/span><b>marketing managers<\/b><span style=\"font-weight: 400;\"> e <\/span><b>designers<\/b><span style=\"font-weight: 400;\"> the key step is to shift the gaze: no longer just asking &#8220;how do we fill this space,&#8221; but &#8220;how do we make the right people experience this space, in the right way.&#8221;<\/span><\/p><p><span style=\"font-weight: 400;\">Working on <\/span><b>spaces<\/b><span style=\"font-weight: 400;\">, <\/span><b>flows<\/b><span style=\"font-weight: 400;\"> e <\/span><b>paths<\/b><span style=\"font-weight: 400;\"> With a structured method allows:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Giving more value to each square meter;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">better connect the investment in <\/span><b>fittings<\/b><span style=\"font-weight: 400;\"> to business results;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build replicable and consistent exhibition formats over time.<\/span><span style=\"font-weight: 400;\"><br><\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Those who are beginning to plan their next <\/span><b>booth<\/b><span style=\"font-weight: 400;\"> o <\/span><b>showroom<\/b><span style=\"font-weight: 400;\"> can start with a simple question: what do we want a person to remember coming out of our space, and what path will help them get right there?<\/span><\/p><p><span style=\"font-weight: 400;\">From this question begins Espositiva&#8217;s work: transforming surface, constraints, and goals into a clear, fluid, and enjoyable experience for the visitor, and measurable for the investor.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1d50697 e-flex e-con-boxed e-con e-parent\" data-id=\"1d50697\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-f389677 e-con-full e-flex e-con e-child\" data-id=\"f389677\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3b73e5a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"3b73e5a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae8c2ac elementor-widget-mobile__width-inherit elementor-widget elementor-widget-heading\" data-id=\"ae8c2ac\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FAQ on spaces, flows, and paths in the customer experience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d219bc8 elementor-widget elementor-widget-text-editor\" data-id=\"d219bc8\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>1. How much does the plant really matter compared to the creativity of the layout?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ac0a65a elementor-widget elementor-widget-text-editor\" data-id=\"ac0a65a\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">La <\/span><b>exhibition floor plan<\/b><span style=\"font-weight: 400;\">  is the backbone of the experience. Very strong creativity applied to a   <\/span><b>layout<\/b><span style=\"font-weight: 400;\">  confused will still produce a fragmented customer experience. In contrast, a clear floor plan can work even with essential visual language. Ideally, work in parallel: first define goals, functions and flows, then use creativity to make these choices legible and memorable.  <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2635d1 elementor-widget elementor-widget-text-editor\" data-id=\"f2635d1\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>2. How to handle small spaces with high flows?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2aea26e elementor-widget elementor-widget-text-editor\" data-id=\"2aea26e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In small spaces, it is even more important to simplify. Better a few well-defined functions than an excess of elements. A    <\/span><b>open layout<\/b><span style=\"font-weight: 400;\">, clear entrances, short and linear paths, and a clear distinction between transit and parking areas help to avoid congestion. The choice of essential content, which links to in-depth digital materials, also helps to lighten the   <\/span><b>exhibition space<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b52e76d elementor-widget elementor-widget-text-editor\" data-id=\"b52e76d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>3. How to adapt the same route idea to fairs, showrooms and pop-ups?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b3477e5 elementor-widget elementor-widget-text-editor\" data-id=\"b3477e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The principle remains the same: think of a journey that the visitor takes and the stages that make up the journey. What changes are the conditions. In    <\/span><b>fair<\/b><span style=\"font-weight: 400;\"> times are tighter and the flow less controllable, so the <\/span><b>route<\/b><span style=\"font-weight: 400;\">  needs to be more immediate. In one   <\/span><b>effective corporate showroom<\/b><span style=\"font-weight: 400;\">  longer, more personalized experiences can be worked on. In temporary pop-ups, quick impact often counts, but always with storytelling logic. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d3c421 elementor-widget elementor-widget-text-editor\" data-id=\"0d3c421\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>4. What mistakes to avoid when designing the first major set-up?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19b9df4 elementor-widget elementor-widget-text-editor\" data-id=\"19b9df4\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The most common mistakes are three: starting with aesthetics without a thorough discussion of goals and audience, filling the <\/span><b>space<\/b><span style=\"font-weight: 400;\"> out of fear of &#8220;emptiness,&#8221; and neglecting <\/span><b>flows<\/b><span style=\"font-weight: 400;\">, <\/span><b>signage<\/b><span style=\"font-weight: 400;\"> e <\/span><b>comfort<\/b><span style=\"font-weight: 400;\">  assuming that people will figure out how to move on their own. By devoting time to these aspects from the beginning, it is possible to build a   <\/span><b>staging<\/b><span style=\"font-weight: 400;\"> more effective, enhancing each creative choice instead of testing it.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e8c0cc elementor-widget elementor-widget-text-editor\" data-id=\"7e8c0cc\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">For a face-to-face discussion,<\/span><a href=\"https:\/\/www.espositiva.com\/en\/contact\/\" target=\"_blank\" rel=\"noopener\"> <b><span style=\"text-decoration: underline;\">talk to the Espositiva team<\/span><\/b><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8e49d5d e-flex e-con-boxed e-con e-parent\" data-id=\"8e49d5d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5fe0c7c9 e-con-full e-flex e-con e-child\" data-id=\"5fe0c7c9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-3d609e52 e-con-full e-flex e-con e-child\" data-id=\"3d609e52\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-574007e4 elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"574007e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInDown&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">With Espositiva, every space<br>becomes an extraordinary experience.<\/p>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d3fe78f elementor-align-center elementor-hidden-mobile elementor-invisible elementor-widget elementor-widget-button\" data-id=\"7d3fe78f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;_animation_delay&quot;:200}\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.espositiva.com\/en\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20.149\" height=\"19.209\" viewBox=\"0 0 20.149 19.209\"><g transform=\"translate(1 1)\"><path d=\"M6151.5,3845.688h-18.149a1,1,0,0,1,0-2h15.735l-6.9-6.9a1,1,0,0,1,1.414-1.414l8.6,8.6a1,1,0,0,1-.707,1.707Z\" transform=\"translate(-6133.353 -3836.083)\"><\/path><path d=\"M6155.95,3845.688a1,1,0,0,1-.707-1.707l8.6-8.6a1,1,0,0,1,1.414,1.414l-8.6,8.6A1,1,0,0,1,6155.95,3845.688Z\" transform=\"translate(-6146.406 -3827.479)\"><\/path><\/g><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Bring your spaces to life, contact us<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7659b925 elementor-align-center elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-button\" data-id=\"7659b925\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.espositiva.com\/en\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20.149\" height=\"19.209\" viewBox=\"0 0 20.149 19.209\"><g transform=\"translate(1 1)\"><path d=\"M6151.5,3845.688h-18.149a1,1,0,0,1,0-2h15.735l-6.9-6.9a1,1,0,0,1,1.414-1.414l8.6,8.6a1,1,0,0,1-.707,1.707Z\" transform=\"translate(-6133.353 -3836.083)\"><\/path><path d=\"M6155.95,3845.688a1,1,0,0,1-.707-1.707l8.6-8.6a1,1,0,0,1,1.414,1.414l-8.6,8.6A1,1,0,0,1,6155.95,3845.688Z\" transform=\"translate(-6146.406 -3827.479)\"><\/path><\/g><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contact us<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>When designing an effective trade show booth, a showroom or temporary store, it is easy to focus only on the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3051,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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