Trade fair stand design and build at Madrid Horse WeekQuality stand + expansion network

Madrid Horse Week takes over two IFEMA halls at once. One holds the sport: the FEI World Cups in jumping, dressage and driving, with a parallel competition for amateurs and up-and-coming riders. The other, hall 14, holds the Salón del Caballo, the trade side: equestrian equipment and facilities, riding apparel, saddlery and accessories, equine nutrition and services for the horse. Through it come riders, riding-club managers, breeders and vets, but above all a family audience that came for the show and uses the afternoon to shop.

That changes what the stand has to be: here it is a four-day shop, not a meeting room. You sell on the spot, to a visitor holding a competition ticket, so what rules is the counter — room to take payment, to wrap, and for a queue to form without blocking the aisle — and the back store, because apparel and equipment take up far more in stock than what is on display. We size the frontage for the peaks, because the big classes in the arena empty and fill the hall all at once. If product is tried on you need a mirror and a corner to change in; if saddles, bridles or rugs are shown, you need racks and rails at hand height and lighting that does not falsify the colour of leather. The full service for the city is at stands for trade fairs in Madrid.