ES. Can you share the story behind the founding of BrainADZ Exhibits? What motivated you to start an agency with such a diverse array of services, including exhibition stall design and various marketing solutions?
Sumit Jaiswal. The journey of BrainADZ Exhibits began over 17 years ago with a vision to revolutionize the whole business of stall design & fabrication in the exhibition industry.
Over the years, we’ve had the privilege of working with over 900 clients, designing more than 1,500 exhibition stands that have spanned a covered area of 30,000+ square meters. It’s been an incredible journey, serving diverse industries and ensuring that our work stands out in 57 different exhibition avenues. One of the most rewarding aspects of our journey has been the trust and loyalty of our clients, with 89% returning to us for repeat projects. Our growth and success have been marked by key milestones. Today, we are proud to be the “Official Booth Contractor” for leading exhibitions such as Paperex, Acetech, Ace Reflect, MATECIA, Ride Asia, Roof India, CMPL, Palm Expo, IIGF, HGH, Vibrant India, Footwear India Expo, Indian Ice Cream Congress & Expo, and the Hand Tools & Fastener Expo, among others. Such opportunities, in turn, have allowed us to showcase our expertise on national and international stages, from CPHI in Europe and CES in Las Vegas to Hannover Messe in Germany, and to bring cutting-edge solutions to local events like the India International Trade Fair and PlastIndia. Dubai, in particular, has been an exceptional location for us where we have a well-established office with in-house fabrication & storage facility for our international clients – we have had the honor of contributing to prestigious trade shows there such as Gulfood, Arab Health, GITEX Technology Week, The Big 5, Dubai Airshow, and Beautyworld Middle East.
“To the exhibition industry, I would say – embrace two things – innovation and sustainability. At BrainADZ Exhibits, we believe in the power of creativity and technology to transform the exhibition landscape.”
ES. When it comes to designing exhibition stalls, how do you balance creativity with functionality? What strategies do you employ to ensure that each stall not only stands out visually but also effectively communicates your clients’ brand messages?
Sumit Jaiswal. Balancing creativity with functionality is at the core of our ‘design philosophy’. Our project team begins by immersing itself in understanding our clients’ brand goals,
messages, and target audiences. For instance, when we designed a stall for a major automotive client at previous Auto Expo in New Delhi, we focused on creating an immersive 3D design that showcased their latest models while ensuring easy visitor flow and interaction. We incorporate interactive technology like digital displays and augmented reality to engage visitors and convey brand messages dynamically. Tailored graphics enhance visual appeal and clearly communicate the brand’s identity. Our meticulous planning ensures that every element – from concept to execution – seamlessly integrates creativity with practical requirements.
ES. What are some of the most recent trends and innovations in exhibition stall design that you are incorporating into projects?
Sumit Jaiswal. The exhibition industry is constantly evolving, and we are always at the forefront of incorporating the latest trends and innovations. Recently, we have been focusing on using “sustainable or recyclable materials” to create stands that reduce environmental impact to some extent. For example, at the PlastIndia exhibition, we utilized eco-friendly and recyclable materials for a client in the plastics industry, which not only showcased their commitment to sustainability but also aligned with the event’s theme. Additionally, we have started incorporating holographic displays to present products and brand stories in a futuristic and engaging manner, as seen in our projects at the Consumer Electronics Show (CES).
ES. Can you provide a detailed overview of the range of services offered by BrainADZ Exhibits? How do you ensure a high level of perfection and quality in every project you undertake?
Sumit Jaiswal. At BrainADZ Exhibits, we offer a comprehensive range of services designed to provide a seamless and impactful exhibition experience. Our services include “exhibition stand building” – where we create custom designs tailored to our clients’ needs, whether it’s a single-decker or a double-decker structure. We also provide “exhibition branding and graphics” – developing cohesive brand identities through high-quality visuals and promotional materials. “Digital displays” are another key offering – enhancing engagement with interactive touch screens, LED video walls, and digital kiosks. Additionally, our “digital marketing” services amplify event impact with pre-event hype and post-event engagement through targeted campaigns. We offer “trade show consultancy” – providing strategic planning and expert guidance to navigate trade show complexities, and “event management” – delivering full-service solutions for corporate events, conferences, and seminars.
ES. How do you stay informed about the latest industry trends and technological advancements? In what ways do you incorporate new materials and technologies into your designs to keep them fresh and relevant?
Sumit Jaiswal. Staying informed about the latest industry trends and technological advancements is crucial for maintaining our competitive edge. One of my own primary sources of information is Exhibition Showcase Magazine, which has been an invaluable resource of learning for years during my journey in the exhibition industry. Its comprehensive coverage through print and e-magazine, social media channels, and regular news mailers provides me with a wealth of insights. For example, the timely news bits delivered straight to my inbox save me a tremendous amount of time by keeping me updated on industry happenings without having to scour multiple sources. I find these
concise updates helping me stay on top of emerging exhibition trends – ensuring that I can swiftly incorporate them into our ongoing projects as well. Years ago, a series of articles in Exhibition Showcase Magazine provided me in-depth analyses of industry shift to the growing emphasis on sustainability, which influenced our move towards using more eco-friendly materials in our stalls. Participating in key industry events in India, like Exhibition Excellence Awards & Summit (India Event Expo) and Exhibition Services Expo, helps us understand local market dynamics and emerging trends.
ES. What are some of the common challenges you encounter when designing and developing exhibition stalls? How do you address these challenges to ensure successful outcomes for your clients?
Sumit Jaiswal. Designing and developing exhibition stalls comes with its set of challenges – including tight deadlines, logistical complexities, and budget constraints. Exhibitions often have strict timelines, requiring efficient project management to ensure timely delivery. Coordinating the transportation, installation, and dismantling of stalls across different locations can be challenging, especially for international events like the Gulfood Exhibition in Dubai, where we had managed the complex logistics for a major food and beverage client. We address these challenges through project management excellence, with ‘dedicated project managers’ overseeing every detail to ensure smooth execution and timely delivery. By proactively managing these challenges, we ensure successful outcomes and exceed our clients’ expectations.
ES. Looking ahead, what are your long-term goals for BrainADZ Exhibits? Are there any new services, markets, or areas of growth that you are particularly excited about exploring in the near future?
Sumit Jaiswal. Looking ahead, our long-term goals for BrainADZ Exhibits include strengthening our presence in international markets, particularly in Europe and North America this year, while continuing to grow in Dubai and India. We are excited about expanding our service offerings to include more advanced technologies, such as placing cutting-edge immersive digital kiosks & standees for stall visitors and using virtual reality (VR) and artificial intelligence (AI) in our exhibition design process. For instance, we are exploring the use of VR to create virtual exhibition experiences that can reach a global audience, even beyond physical trade shows. Leading the exhibition industry in sustainable practices is a personal key goal of mine, as we aim to develop more eco-friendly and recyclable exhibition solutions.
ES. Any message that you would like to share with the industry?
Sumit Jaiswal. To the exhibition industry, I would say – embrace two things – innovation and sustainability. At BrainADZ Exhibits, we believe in the power of creativity and technology to transform the exhibition landscape. By integrating sustainable practices and leveraging the latest digital advancements – we can create experiences that not only captivate audiences but also contribute to a better future.
