Exhibition stand construction is a temporary architecture that supports and helps to promote objectives of marketing an offer at selected events or a periodical exhibition. The trade-fair booth as an expression of this architecture becomes a live identity of companies and their brands at a trade-fair event. In the physical sovereignty of these structures a company not only makes its offer accessible and personally tangible, but it also anchors a sensory experience in the consciousness of the visitor, way beyond the market activity.In connection with the above, architecture itself can support a transcultural communication free from foreign-language barriers that affects directly a statement, above all, of the meaning of a company and ist brands and defines the positioning in a continental or global market. Of course, the personal conversation during an event also plays an important role in the communication design of the whole and strengthens a trade-fair event for the particular target and in its post-processing accordingly.

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