What to prepare before requesting a Madrid stand design
A useful exhibition stand brief connects your event, floor plan, objectives and budget. Prepare these details before asking for designs so that each supplier prices the same requirements and your team can compare proposals fairly.
This checklist is for exhibitors planning a stand in Madrid. For delivery and availability, see our Madrid exhibition stand design and build service. If your event is at IFEMA, use the IFEMA Madrid exhibitor guide alongside the organizer’s current documentation.
Content reviewed: 8 October 2026.
1. Confirm the Madrid event, venue and plot
Start with the event name, edition, dates and exact venue. Madrid events take place at different exhibition grounds, congress spaces and hotels; a plan developed for one venue cannot be assumed to meet another venue’s requirements.
- Attach the organizer’s plot plan with hall and stand number, dimensions and open sides.
- Identify columns, service points or other restrictions shown on the plan.
- Confirm whether you booked space only or a package with an existing shell scheme.
- Collect the current exhibitor manual and the deadlines for designs, service orders, build-up and breakdown.
- Name the person in your company who can approve the design and budget.
For IFEMA events, the organizer’s official support pages direct exhibitors to event-specific guides. IFEMA also publishes participation, vehicle access, rigging and work-coordination rules. Share the applicable documents with the stand supplier; do not rely on an old edition or a general city guide for technical approval.
2. Define the job of the stand
Choose the activities that matter most before choosing finishes. A stand for scheduled meetings needs a different layout from a stand for product trials or a large equipment display.
| Main activity | Information the designer needs | What to check in the layout |
|---|---|---|
| Product demonstration | Product size, operator position, power and demonstration duration | Visitor viewing space, safe access and room to reset the demonstration |
| Scheduled meetings | Number of simultaneous meetings and team members | Seating, circulation, acoustic expectations and storage |
| Lead conversations | Target audience, qualification questions and follow-up process | A clear welcome point and places to talk without blocking the entrance |
| Product launch | Priority message, display needs and supporting media | Visibility from open sides and a clear focal point |
For example, a hypothetical 20 m² stand with a live demonstration and two simultaneous meetings may require compromises between display area, seating and storage. Ask the designer to show those trade-offs on the floor plan before approving the visual concept. This is a planning example, not a recommended size or capacity for every exhibitor.
3. Choose a format that fits the brief
Use the plot and programme of events to compare modular stands, custom designs and rental options. These are choices about scope and use, rather than a ranking from basic to best.
- Modular: useful when reconfiguration is part of the brief. Confirm available dimensions, finishes and the cost of adaptations.
- Custom: consider when the architecture must accommodate specific products, presentation needs or brand requirements. Identify which components can be retained.
- Rental: compare the hire scope, graphics, delivery, damage conditions and collection with the cost of ownership.
- Double deck: investigate only when there is a clear need and the venue permits it. Establish the engineering, access and approval implications before developing the design.
Reusability does not automatically establish lower cost or environmental impact. Include transport, storage, maintenance, graphic changes and end-of-life decisions when comparing the full programme.
4. Separate the budget into clear items
Tell the supplier whether your budget covers the stand contract alone or the whole exhibition. An attractive initial price can be difficult to compare if other proposals include more services.
- Stand contract: design, structure, finishes, graphics, furniture, lighting, installation and dismantling.
- Organizer and venue: space rental, technical services and any applicable charges.
- Logistics: packing, transport, handling and storage of empty packaging.
- Operation: connectivity, cleaning, equipment support and consumables.
- Reuse: storage, repairs, return transport and changes for the next event.
Ask for inclusions, exclusions, taxes, payment milestones and the process for pricing changes. Use our Europe exhibition stand budget guide to organise the categories, then request a quote based on your actual plan and dates. A general guide cannot confirm the price of your Madrid project.
5. Prepare technical details and usable artwork
List each powered item and its requirements, including screens, demonstration equipment and lighting. Describe any water, compressed air, internet or suspension needs. Ask the supplier to identify the services that the exhibitor must order directly and those covered by the stand contract.
For graphics, provide the brand guidelines, logos, final messages and image files. Agree print dimensions, file formats, proof approval and delivery dates. Keep a single approved version of each file so that production does not use an outdated draft.
Plan the visitor experience with the team that will run the stand. Decide how demonstrations start, where personal belongings and literature are stored, and how qualified enquiries reach the responsible salesperson. An interactive activity should serve that process and have an operator and fallback plan.
6. Copy this exhibitor briefing template
Company and contact:
Company, project owner, preferred language and contact details.
Event:
Event name and edition; venue; dates; hall and stand number; build-up and breakdown schedule.
Plot:
Area, dimensions, open sides, shell scheme or space-only booking; attached floor plan and current exhibitor manual.
Objectives and audience:
Who we want to meet; main message; products; demonstrations; meeting and storage needs.
Team and equipment:
Staff numbers; furniture; screens; product dimensions; technical services; accessibility considerations.
Budget and scope:
Budget range; items included in that figure; required design, build, rental, transport, installation and breakdown services.
Reuse and approvals:
Other planned events; storage needs; design approver; artwork approver; decision dates and purchasing requirements.
Send your Madrid stand brief to Adam Expo Stand with the plot plan and event dates. Availability, delivery scope and price are confirmed for each project.
7. Agree the approval and handover process
Ask the supplier for a project calendar covering the concept, design revisions, technical checks, artwork approval, production and delivery. Confirm who submits documents to the organizer and who follows up outstanding questions.
Before production, approve the layout and itemised specification as well as the render. If requirements change, record the revised drawing, price and date. At handover, check graphics, lighting, furniture, equipment and any outstanding items with the installation contact.
After the show, record which components will be retained and who is responsible for packing, collection and storage. Keep that inventory with the brief for the next event.
Common planning questions
How early should I start?
Start when you have event dates, objectives and a plot allocation. Work backwards from the organizer’s deadlines and the supplier’s production schedule. The time required depends on complexity and availability, so confirm a project-specific calendar.
Can I request designs before the plot is confirmed?
You can discuss objectives and possible formats, but treat early layouts as provisional. Dimensions, open sides, technical restrictions and the venue’s requirements need to be confirmed before production.
Is rental always cheaper than buying?
No. Compare the complete cost for your planned events, including graphics, adaptations, transport, storage and maintenance. The appropriate option depends on how often and where the stand will be used.
Where do I find IFEMA’s current rules?
Use IFEMA’s official support pages and your event’s current exhibitor guide. The organizer determines the applicable requirements and deadlines.
Follow our exhibition planning guides
Choose Adam Expo Stand as a preferred source to help you find our exhibition guides and updates on Google.
Add as a preferred source on GoogleGoogle may ask you to sign in and confirm your choice.
