Exhibition Stand Cost Guide: What Stands Really Cost in Europe

Cost by stand type (per sqm, build only)

These are build costs only — they exclude space rental, freight, services and staffing. Prices assume a Western European build; Central and Eastern Europe typically runs 20–30% lower, Switzerland and the Nordics 15–25% higher.

• Shell scheme upgrade with graphics: £120–£250 per sqm
• Modular reusable system: £250–£450 per sqm
• Custom single-storey build: £450–£850 per sqm
• Premium custom with joinery, lighting design and integrated AV: £850–£1,400 per sqm
• Double-deck: £1,100–£1,900 per sqm of ground footprint

What that means for a real stand

A 60 sqm custom single-storey stand at a major European show typically lands at £35,000–£55,000 for the build, plus £12,000–£20,000 for space, £4,000–£9,000 for freight and installation labour, and £5,000–£15,000 for services, rigging and internet. Total, £58,000–£99,000 before staffing and hospitality.

A 100 sqm double-deck at the same show is usually £140,000–£230,000 all in.

The costs exhibitors forget

• Rigging points and motors — often £1,500–£6,000, and they sell out
• Late structural approval surcharges
• Overtime labour when build-up windows are short
• Waste and disposal charges at breakdown
• Storage between shows for reusable builds (£150–£600 per month)
• Customs, ATA carnet and duty on demo hardware

Where to spend and where not to

Spend on: lighting, floor, and the sightline from the main aisle. Those three decide whether people walk on. Don't overspend on: bespoke joinery in areas visitors never reach, oversized hanging banners at shows with low ceilings, or one-use graphics that could be reprintable panels on a reusable frame.

If you exhibit three or more times a year, a reusable custom-modular system usually pays back within four shows against repeated one-off custom builds.