Messdesign

Messdesign is a design discipline focused on creating physical environments for trade fairs, exhibitions, congresses, and similar events. It encompasses the planning, concept development, and execution of spaces intended to display products, attract visitors, and communicate a brand's message. Typical outputs include trade show booths, pavilions, signage, wayfinding systems, lighting schemes, furniture, digital displays, and integrated media. The goal of Messdesign is to shape a coherent visitor experience that supports engagement, navigation, and brand storytelling while meeting logistical and budgetary constraints.

In practice, Messdesign involves collaboration between designers from architecture, graphic design, industrial design, and event production. The process often starts with a brief analyzing audience, goals, venue restrictions, and schedules, followed by concept sketches, 3D models, construction drawings, and material specifications. After approval, designers coordinate with fabricators, contractors, and AV suppliers for fabrication and on-site installation. Evaluation may take place after the event to inform future work.

Context and trends: The term is more common in German-speaking regions, where Messedesign or Messdesign describes the field of exhibition design within trade fair contexts. It overlaps with interior design, branding, and experience design but remains distinguished by its emphasis on temporary, modular, and highly branded environments. Current trends include modular booth systems, sustainable materials, interactive and immersive media, data-driven optimization of visitor flow, and accessibility considerations.

Related topics include exhibition design, trade show booth design, and experiential design.