Modular or Custom Stands? Complete Guide 2026
When it comes to choosing how to present yourself at a trade fair, companies face a fundamental crossroads: invest in a reusable modular stand or opt for a customised installation built from scratch?
There's no universally valid answer. The choice depends on multiple factors: frequency of trade fair participation, available budget, communication objectives, product sector, brand positioning. What works perfectly for one company may prove inadequate for another with different needs.
This guide analyses both solutions in detail, providing you with the tools to make an informed decision based on your specific business requirements.
What are modular stands
Modular installations are based on standardised construction systems that allow assembling different configurations starting from predefined components. Imagine professional Lego: aluminium profiles, interchangeable panels, reusable load-bearing structures that combine to create infinite variants.
The evolution of modular systems
The first modular systems, widespread in the 1980s and 1990s, were rather limited: rigid structures, standardised aesthetics, little customisation. They all looked the same, communicating genericness rather than corporate identity.
Technology has made giant strides. Contemporary modular systems offer design flexibility unthinkable until a few years ago: curves, false ceilings, technological integrations, premium finishes. Modularity no longer means renouncing aesthetics or originality.
Extruded aluminium profiles represent the heart of these systems. Lightweight yet resistant, they allow creating load-bearing structures that hold panels, graphics, lighting, and accessory elements. Connections are designed to be assembled and disassembled dozens of times without deteriorating.
Components of a modular system
A complete modular system includes various standardised elements. Structural profiles form the load-bearing skeleton, available in different sections and lengths. They connect through angular, linear, or curved joints that allow practically any geometry.
Infill panels fill the structure. They can be in aluminium, forex, wood, fabric, or plexiglass: the choice depends on desired effect and budget. Many systems allow alternating different materials in the same installation.
Graphics represent the main customisation element. Digital prints applied to panels or stretch fabrics tensioned on frames transform a standard structure into a unique installation. By changing graphics, the same structural skeleton can serve different fairs with different messages.
Lighting, shelves, counters, display cases: all accessory elements are designed to integrate with the modular system through standardised attachments. This ecosystem of compatible components is the true added value of professional systems.
Types of modular systems
Not all modular systems are equal. Entry-level systems use compact profiles (30-40mm), suitable for small stands or simple structures. They cost less but have structural limitations and a less sophisticated appearance.
Mid-range systems (50-70mm) represent the ideal compromise for most applications. They offer good structural resistance, professional aesthetics, compatibility with a vast range of accessories.
Premium systems (80-100mm and above) allow realising complex structures: two-storey stands, wide clear spans, elaborate architectural integrations. The cost is significantly higher but the result is indistinguishable from a high-end custom installation.
Some manufacturers offer hybrid systems that combine standard modular elements for structural parts with custom components for distinctive elements. It's an interesting approach that balances reuse and exclusivity.
What are custom stands
Custom installations are designed and built specifically for a company and an event. Every element is designed to measure, without constraints of predefined systems. Maximum creative freedom, maximum uniqueness.
The custom creation process
Everything starts from a detailed brief where the company communicates objectives, identity, products to display, and budget. The designer develops concepts that translate these inputs into forms, materials, and three-dimensional spaces.
The design phase is longer compared to modular. Photorealistic renderings, executive technical drawings, and structural calculations for complex elements are needed. Every detail must be defined because there are no standard components to rely on.
Production generally occurs at the contractor's workshop. Carpenters, metalworkers, graphic designers: various artisan skills collaborate to transform the project into physical reality. Realisation times are longer, typically 3-6 weeks for medium-sized stands.
Materials and workmanship
Freedom in material choice is total. Solid wood, MDF, plywood, multilayer: any wood species with any imaginable finish. Worked, curved, welded, painted metals according to precise specifications.
Thermoformed plexiglass, polycarbonate, tempered glass, resins: transparent or translucent materials allow plays of overlapping and depth. Stretch fabrics, carpet, leather or faux leather coverings: textile finishes add tactile and visual softness.
Artisan workmanship makes the qualitative difference. Oven painting, glossy lacquers, patinas, screen printing on rigid surfaces: techniques requiring specialised craftspeople and longer execution times compared to standard finishes.
This level of customisation allows faithfully replicating brand identity: if your offices have a particular type of wood, if your showroom uses specific metal finishes, the stand can reproduce them exactly.
Complex structures and unique solutions
Custom installations allow architectures that modular systems cannot easily replicate. Cantilevered structures, complex curved volumes, organic geometries, suspended elements: everything becomes possible with bespoke design.
Two-storey stands with integrated architectural staircases, galleries, mezzanines: these solutions require certified structural calculations and performant materials. Constructive complexity is high but the scenographic result can be extraordinary.
Iconic elements that become recognisable signatures: a 6-metre tower recalling product shape, an entrance portal replicating corporate architecture, an artistic installation embodying brand values. These distinctive elements are the prerogative of customised installations.
Economic comparison: initial investment
Let's get to the point that interests everyone: how much does each solution actually cost?
Modular stands: real numbers
An entry-level modular system for a 20 sq m stand starts from approximately €2,000-3,000. This figure includes basic structure, panels, standard graphics, and simple lighting. It's a functional solution but with basic aesthetics.
Mid-range systems for the same square metreage cost €5,000-6,000. Here better finishes, greater customisation possibilities, more sophisticated lighting, and superior quality accessories come into play.
Premium systems can reach even higher figures, with aesthetic results competing with custom installations.
Important: these costs represent the initial investment for purchasing the system. At subsequent fairs, you'll only sustain transport, assembly, possible graphics updates, and furniture hire costs, drastically reducing spend per event.
Custom stands: what to expect
A 20 sq m custom stand starts from approximately €5,000-7,000 for relatively simple solutions. But cost grows rapidly with complexity: enclosed rooms, elaborate finishes, integrated technology, architectural elements easily bring the figure to €10,000-15,000.
For high-end installations with premium materials, complex structures, sophisticated lighting, and refined details, budget can exceed €20,000-30,000 for the same square metreage.
Unlike modular, this is recurring cost for each fair. Whilst some structural elements might be reused, most of the investment is specific to that event.
The hire alternative
Both modular and custom can be hired rather than purchased. A 20 sq m modular stand hires for €2,000-4,000 per event. Custom hire costs €4,000-8,000, depending on complexity.
Hire eliminates initial investment but isn't convenient for those participating in more than 2-3 fairs per year. After the third event, purchase generally becomes more economical.
Cost comparison over time
Initial cost is only part of the equation. Let's see how costs evolve over time with different participation scenarios.
Scenario 1: One fair per year
With such low frequency, purchasing a modular system doesn't make economic sense. Hire (modular or custom) or a disposable custom stand are the most sensible options. Break-even would take 4-5 years, too long a period to justify initial investment.
Scenario 2: Three fairs per year
Here purchasing modular becomes interesting. Initial investment of €8,000 amortises in less than 2 years. From the third year onwards, you only sustain recurring costs (transport, assembly, graphics updates) of around €2,000-3,000 per event.
Custom would cost €7,000-10,000 per event, totalling €21,000-30,000 annually. Over 5 years, the difference becomes substantial: €30,000-40,000 with modular versus €105,000-150,000 with custom.
Scenario 3: Six or more fairs per year
With this frequency, modular is almost always the economically rational choice. Even a premium system costing €15,000 pays for itself in less than a year. Choosing custom would require very generous budgets or strategic reasons outweighing economic considerations.
Aesthetic and functional comparison
Beyond economics, let's analyse differences in appearance, functionality, and visitor experience.
Visual impact and uniqueness
Custom has an inherent advantage: every element can be designed to create a unique, memorable experience. There are no geometric or material constraints: if you can imagine it and budget allows, it can be built.
Modular, especially entry-level systems, can appear standardised. Experienced eyes recognise profiles and structural systems. However, top-tier modular systems with customised graphics and high-quality finishes can achieve impressive aesthetic results.
In technical B2B sectors, where product is protagonist and visitors focus on demonstrations and specifications, the aesthetic difference between quality modular and custom is often negligible. In fashion, luxury, or design sectors, where stand itself is part of brand experience, custom offers undeniable advantages.
Flexibility and adaptability
Modular's great strength is reconfigurability. The same system can create a 15 sq m stand at one fair and a 40 sq m one at another. Changing layout, adding or removing elements, adapting to different spaces: operations possible without major additional investments.
Custom is designed for a specific space. Adapting it to different dimensions or layouts often requires substantial modifications, if not complete reconstruction. This rigidity can be limiting for companies participating in fairs with different space availabilities.
Durability and resistance
Quality modular systems are designed for dozens of assemblies and disassemblies. Aluminium profiles don't deform, joints remain solid, panels can be replaced when damaged. With proper maintenance, a modular system can last 8-10 years.
Custom builds use materials chosen for that specific project. Wood can chip, painted finishes scratch, complex elements risk damage during transport. After 3-4 uses, signs of wear become evident unless you invest in constant maintenance.
Logistics and operational management
Beyond initial cost and aesthetics, let's consider practical aspects of managing each solution.
Transport and storage
Modular systems are designed to be transported efficiently. Profiles pack into compact bundles, panels stack, accessories fit into dedicated cases. A 20 sq m stand can fit in a single van.
Between fairs, you need storage space. Consider 8-10 sq m of warehouse for a medium-sized system. Some contractors offer storage services, eliminating this logistical headache.
Custom stands, depending on materials and design, can be bulkier and more delicate to transport. Curved or irregular elements require custom packaging. Large wooden structures need vans or small lorries.
Assembly times and complexity
An experienced team assembles a modular stand in 4-6 hours. Systems are intuitive, components fit easily, errors are rare. You can even do it yourself with minimal training, though hiring professionals is recommended for professional results.
Custom requires more time: 8-12 hours for a medium-sized stand aren't unusual. Each element is unique, assembly sequence is critical, corrections during setup are complex. You need expert fitters who know how to handle unexpected situations.
Maintenance and updates
A modular system requires periodic maintenance: cleaning profiles, checking joints, replacing worn components. It's routine maintenance, not particularly complex or expensive.
Updating graphics is simple and relatively economical: new prints, same structure. You can change communication without reconstructing the stand.
Custom maintenance is more complex: retouching paint, repairing damaged elements, restoring finishes. Any modification to structure or layout requires specialised intervention.
Sustainability and environmental impact
An increasingly relevant aspect in corporate and organisational decision-making.
Resource optimisation
Modular has an inherent sustainability advantage: reuse. Amortising the same structure across dozens of events drastically reduces materials consumed per event. It's a circular economy in action.
Aluminium, the primary material in modular systems, is infinitely recyclable without quality loss. At system end-of-life, profiles can be melted and transformed into new products.
Custom, especially disposable builds, generates significant waste. Wood, plastics, composite materials: much ends in landfill after the fair. Growing environmental awareness makes this approach increasingly difficult to justify.
Carbon footprint
Transport represents a significant component of environmental impact. A modular system used 6 times annually requires one production transport and six event transports. Custom requires production and transport for each fair.
Production itself has different impacts: aluminium profile extrusion is energy-intensive but amortises over many uses. Custom carpentry or metalwork has lower unit environmental cost but multiplies with each new build.
Certifications and communication
Some fair organisers award preferential rates or priority placement to exhibitors demonstrating sustainable practices. A modular system with FSC-certified wood panels or recycled materials can qualify for these benefits.
Communicating your sustainability commitment is also a marketing tool. A panel explaining your reusable installation and used materials adds value to your brand perception.
Decision-making matrix: how to choose
Let's recap with a practical decision-making scheme you can apply to your specific situation.
Question 1: How many fairs per year?
If the answer is 1-2: consider modular hire or economical custom. Investment in modular purchase doesn't amortise quickly.
If 3-5: modular purchase becomes interesting. Break-even achievable in 2-3 years, then drastically reduced costs.
If 6+: modular purchase is almost always the economically rational choice. Custom alternatives require very generous budgets.
Question 2: How critical is aesthetic uniqueness?
Technical B2B sector, product protagonist: modular is more than sufficient. Functionality and professionalism count more than aesthetic impact.
Competitive sector where physical presence is differentiator: evaluate custom or premium modular with strong customisation elements.
Luxury, design, lifestyle where form is substance: custom becomes necessity, not option. Installation is integral part of product.
Question 3: What's your budget?
Limited budget (under €15,000 per event): modular hire or entry-level modular purchase.
Medium budget (€15,000-30,000): mid-range modular purchase or essential custom. Choice depends on usage frequency.
Generous budget (over €30,000): all options open. Custom for maximum impact, premium modular for maximum long-term economic efficiency.
Question 4: How stable is your visual identity?
Mature brand with consolidated identity: long-term investments (quality modular or reusable custom) are safe.
Evolving brand, startup, rebranding in progress: flexible solutions (hire or basic modular) allow changes without wasting investments.
Question 5: Do you have internal logistical resources?
Structured company with warehouses, staff, management capacity: managing proprietary modular system is feasible.
Lean company without dedicated resources: fully outsourcing (hire, turnkey service, disposable custom) simplifies operations.
Common mistakes to avoid
Regardless of choice, some recurring mistakes can compromise results and satisfaction.
Underestimating ancillary costs
Focusing only on installation cost whilst ignoring transport, assembly, graphics, and furniture leads to 30-40% budget overruns. Every choice must be evaluated in total cost per event, not just the main component.
Choosing based solely on initial price
The lowest quote is rarely the best deal. Poor materials, approximate workmanship, non-existent after-sales service: these problems emerge afterwards, when it's too late.
Evaluate material quality, portfolio of previous work, client references, contractor solidity. A 15% higher investment with a reliable supplier is preferable to initial saving with high risk.
Not planning for reuse
Even with custom stands, thinking about possible reuse of some elements extends investment life. Counters, display structures, iconic elements: design them thinking of multiple uses.
With modular, keeping track of components, documenting configurations, photographing assemblies: these practices simplify future reuses and reduce errors.
Ignoring maintenance
Neglected modular systems degrade rapidly. Crumpled graphics, dented components, lighting with burnt-out bulbs: these details ruin overall impression more than you think.
Annual maintenance budget (3-5% of system value) and graphics replacement keeps installation always professional and contemporary.
Not testing before the fair
Assembling at the fair without preliminary checks is a risky gamble. When possible, at least partial pre-assembly of critical elements avoids unpleasant surprises.
For hires or new purchases, visit the supplier and physically see materials. Renderings and catalogues are beautiful, reality sometimes disappoints.
Future trends: where the sector is heading
Understanding ongoing evolutions helps make choices that remain valid over time.
Sustainability as standard
Pressure towards sustainable practices will increase. Systems designed for reuse, certified materials, carbon footprint calculation: from exception to norm.
Modular has an intrinsic advantage but must document it better. Custom must evolve towards design for disassembly and low-impact materials to remain acceptable.
Growing digital integration
Screens, interactivity, sensors, data collection: technology becomes a standard installation component. This favours modular which can more easily integrate technological upgrades.
Stands conceived as phygital platforms where physical and digital experiences merge. Requires design thinking about infrastructure (electrical, data, charging) from the start.
Modular customisation
The boundary between modular and custom blurs. Increasingly flexible systems allow customisations that preserve reuse advantages whilst reducing aesthetic compromises.
On-demand digital production (3D printing, laser cutting, CNC) makes creating customised elements in small series economically feasible, integrating them into standard modular systems.
Evolved service models
Subscription model: pay fixed monthly fee, contractor manages everything (design, production, logistics, assembly). Transforms capex into opex, simplifies budgeting.
Platform approach: ecosystems where multiple suppliers (contractors, graphic designers, technologists) collaborate on shared platforms. Greater efficiency, reduced costs, increased flexibility for client company.
The right choice doesn't exist: the right one for you does
After this thorough analysis, it should be clear that there's no universal answer to the question "modular or custom?".
The choice depends on too many specific factors: your industry, your budget, participation frequency, your objectives, your positioning, your internal resources. What works perfectly for one company may be inadequate for another.
Modular offers economic efficiency, flexibility, sustainability, speed. It's the rational choice for those regularly participating in fairs who want to optimise investments in the medium-long term.
Custom offers uniqueness, maximum aesthetic impact, perfect adherence to brand identity. It's the choice when installation itself is an integral part of the experience and message you want to communicate.
Many companies discover the best approach is hybrid: modular system for most events, integrated with custom elements for special occasions. Or hire to test markets, then purchase when strategies consolidate.
The important thing is making a conscious choice, based on objective analysis of your needs, not on trends or competitor imitation. Investing time in the initial decision will save you money, stress, and regrets in the months and years ahead.
And remember: the choice isn't definitive. You can start with one solution, validate it in the field, then evolve towards different alternatives when conditions change. Strategic flexibility is worth at least as much as design flexibility.
