Case Study - designing sustainable exhibition stands

For the organisers and exhibitors we work with, the ability to retain and reuse stand assets, and in some cases entire stands, means

• Reduced material waste

• Lower carbon impact

• Smarter long-term budgets

• Brand consistency across shows

• Measurable sustainability progress

• Opportunity to spread investment across multiple events

With a 20% expansion of our dedicated reuse premises in 2025, we massively increased our capacity to support more clients in making reuse a core part of their exhibition strategy. All part of our wider sustainability drive and pledge to NetZero by 2040. 

What Reuse Offers S2 Exhibitors

Sustainability with substance

Our reuse model is independently audited and transparently measured with proof that reuse helps our exhibitors

• Minimise waste
• Contribute to their own ESG reporting
• Demonstrate real action, not just intent

The exhibition industry is evolving. Expectations are higher. Accountability matters.

Reuse allows our exhibitors to protect their brand and prove environmental responsibility in one approach.

Flomaster at Screwfix and Installer – we have worked with the brand at Screwfix live since 2014, initially taking Flomasta outside of the Screwfix universe in 2024.

Design without compromise

Reuse does not mean repetition.

Though it can mean brand consistency.

Whether an exhibitor wants the exact same stand over a number or events, or for the design to evolve show by show, space by space and aim by aim, Reuse enables duplication or refreshed messaging, reconfigured layouts and updated graphics. 

Think bespoke design with long-term thinking built in.

James Hardie at Clerkenwell Design, London Build and Education Estates

Strategic efficiency

Exhibition budgets work harder when structural elements, frameworks and bespoke features can be reused and refreshed rather than rebuilt. Not ‘just’ from a cost POV as multi-use costs can be spread across shows in a simple economy of scale, but also from time. 

Time for briefing. For design. For realisation. For sign off.

WIHA at Screwfix Live and Elex Sandown – different stand size, same components - refined

Designed to go beyond the show

Some reuse elements are built for more than the exhibition floor.

From feature pieces to interactive exhibits, certain assets can be designed to return to HQs or showrooms to deliver value.

We’ve seen clients plan to take everything from large-scale submarine models and branded gamification assets to product walls and fit outs.  

Whether it’s reinforcing brand, utilising product displays or creating memorable office features, these assets don’t stop working when the show closes.

We like to think of it as reuse in its most complete form - extending the impact of our designs, as well as the lifespan!

Reuse in Action

For brands like Gallagher Security, exhibiting across multiple editions of The Security Event and other security shows, this approach ensures brand consistency year after year and event after event while adapting to different stand footprints and evolving messaging.

For Sony, FUJI and Nikon within the photography sector, brand presentation is critical and impact is everything. So is the ability to pack product demos, handling, security, creativity and space to move and engage into their areas. 

Motorcycle brands such as Norton Motorcycles, Triumph and BMW, want craftsmanship and engineering excellence as part of the story. While their stands are often the backdrop while the bikes take centre stage, we design elements that can be immediately identified as ‘on brand’ and can be deployed in varying configurations in venues differing from marquees on grass at Malle Mile to The Bike Shed and MCL (Motorcycle Live).

In 2025 we redesigned the Norton stand for MCL and will be reusing elements across their event calendar at events including Male Mile and The Bike Shed as we head towards 2027. These images show various use of the original design and showcase the new stand.

For brands like Nuby, exhibiting across multiple editions of The Baby Shows each year, reuse delivers consistency for returning visitors and immediate recognition, while products and engagement take centre stage each time.

Reuse for Organisers

Reuse is not limited to individual exhibitor stands.

25 years’ experience delivering large-scale feature areas and exhibitor builds means we design with future use in mind from day one. Whether supporting organisers or individual brands, the principle remains the same: build intelligently so assets can work harder over time.

Our long-term work with organisers such as Screwfix since 2014 and MCL (Motorcycle Live) since 2010, mean that we can reutilise key components such as till points, signage and information areas. 

For high-profile events such as RHS Chelsea Flower Show, reuse ensures that creativity aligns with responsible delivery. Since creating the RHS Experience, our work with RHS has grown across five events, whole show stand build and multiple features, with reuse at the centre of our plans.

Why Reuse Matters

Reuse is not about doing less.

It is about doing better, for longer.

The exhibition industry is evolving. Expectations are higher. Accountability matters.

Reuse allows you to protect your brand, budget and environmental responsibility in one approach.

If you are planning a multi-show programme or want to explore how your next stand can work harder for the long term, we would love to talk.