Booth, stand, custom-built, modular, eco-modular, traditional, traditional-modular, hybrid, mobile, kakemono, umbrella stand, pop-up, portable, roll-up, totem... Here’s a glossary that doesn’t take itself too seriously!

A tedious process where you prove you have the right to be there. If you succeed, you get… a plastic badge.

A cool space so your materials don’t break a sweat. Too bad you don’t get the same treatment.

Solid and lightweight structure. A bit like a good idea—just in metal.

A stretched visual, a bit like you before the event. Don’t worry—our CSR policy encourages us to stop using them.

Do everything possible to attract people… without using a rope. Jugglers, robots, or free tastings—anything goes. Watch out for freeloaders!

Where tired feet get to rest… at least a little.

Limit on the number of people before the space turns into an unplanned dance floor. Usually on the penultimate evening.

The modern messenger carrying your precious goods. It will deliver everything… except the exact time of arrival.

Where canapés are served—canapés you’ll never actually see, because you’ll be too busy at your stand.

The moment when the client tells you everything they want… and everything they don’t want. Good luck figuring out the difference!

Where you learn a lot… but not always what you came to hear.

Where experts speak and you try to figure out whether they’re saying the same thing as you. If not, just nod along.

The advantage of being visible from two angles… and having to smile twice as much.

A method for transferring things quickly, without stopping—like saying hello to a busy neighbor in the elevator.

The big moment when everything comes together—a giant puzzle… but with a stopwatch.

The large space where everything happens… and where no one remembers how it all looked before the booths arrived.

Everything you need to know—but you’ll only read it an hour before opening.

The hero of the trade show—someone who builds a booth, welcomes visitors, and keeps smiling… even after standing for 8 hours.

A list of rules to follow. If you break one, don’t worry—no one really reads these guidelines anyway.

The moment when you count the visitors you’ve won over… and those who just came for the freebies. Although, to be fair, our giveaways are pretty great.

A list of things you have or should have… if only everything weren’t always scattered everywhere.

A complex tracking system to avoid running out of supplies… but where you still end up looking for that one roll of tape anyway.

A light wall that flashes more than an exhibitor’s tired eyes after three days of exhibiting.

The art of lighting you up, even when you’re trying to go unnoticed.

A long, narrow booth… just like your day.

A moment of intense stress when you try not to forget anything… except the last page of the list. Cf. Beauchamp.

Carefully wrapping your materials so they look as new as on day one. Or at least almost new. That works, right?

The art of packing things as if they had to survive an apocalypse… or just a slightly overenthusiastic delivery driver.

Light yet strong wood, ideal for booths. Yes, it’s wood—but from responsibly managed forests. That’s just how we do things.

Promotional materials that, hopefully, attract more than just flies.

Easy to assemble and dismantle, a bit like an umbrella… but it won’t protect you from… you get the idea.

A collection of honest feedback—or at least that’s what you’re told so you don’t end up crying after reading it all.

The promise of quick entry… as long as you’ve printed the correct version of your ticket.

Grants access to the event before everyone else, except for others who also purchased priority access.

The art of organizing things so you can find them… except the one thing you need urgently.

The operation of bringing back everything you brought. Usually with more tape than on the way there.

A perfect strategic plan… at least until everything changes five minutes before the trade show opens.

It explains what to do in case of fire, tsunami, or zombie attack… but never how to find the nearest exit without panicking.

The art of telling a story… or making it seem like you have one.

The poetry of booth life: “You set up, you take down… and you do it all again next year.”

Real-time tracking of your booth components—except when they’re stuck at customs. At 2B®, we’ve developed our own platform.

Where products are meant to shine… provided the spotlight doesn’t blind you first.

The art of fitting an elephant into a shoebox.

Different ways of spending more money to make sure everyone sees your logo… even if no one remembers it afterward.

Where everything stays for the time being. A bit like a waiting room—but for boxes that have nothing to say.

Ultra-precise service. In theory.

The backbone of the booth. Too bad it doesn’t support you as well.

An area where you’re treated like a star, with canapés… and other VIPs. Don’t forget to ask for champagne, even if it’s lukewarm.

The proof that you are someone—at least for the duration of the trade show. After that, you’ll be forgotten as quickly as your name fades from the badge.

Where everything ends up—including your hopes of keeping that stand standing for another year.