When it comes to well-known and well-established brands, not only must 360 Degrees often sign NDAs (that preclude us from telling you exactly who they are, even here), but we must also create exhibitions and activations that are compliant, safe and fit for purpose.

Sometimes the objective is to promote sales; sometimes it is to create memorable moments, business meeting spaces and showcases for products. But exhibitions and activations are always about flair.

We’ve worked on live exhibitions for upwards of 120,000 visitors across various locations – and the interplay between size, scale and logistics is always the greatest challenge.The success or failure of a large-scale exhibition lies in planning and tracking. There are multiple moving parts and there is no room for delays.

We’ve learned that creating the space itself is one thing, but once visitors begin to engage, you have to be ready for anything. The plan should also include ongoing maintenance so that Day 5 looks as great as Day1. It’s a marathon.

Finally, here’s a tip: Analyse your supplier base. Do not be tempted to push too much to a single supplier, even if they are qualitatively better than another. Even the best companies will have capacity constraints at some point.