Accessible events: how to design inclusive stands and experiences for everyone

At a trade fair or conference, thousands of people pass through the aisles… but not everyone has the same experience.

People with reduced mobility, visual impairments, or limited language skills may encounter steps, narrow aisles, illegible text, or content only available in video format without subtitles. The result: frustration, lost business opportunities, and a brand image that is poorly aligned with current values.

At the same time, the European Accessibility Act is already underway in the European Union, requiring that many services—especially digital ones—be accessible to people with disabilities, with a key deadline: June 28, 2025.

In this context, designing accessible events and stands is no longer just “doing the right thing”; it is also a competitive advantage.

1. Why talk about accessibility at events now?

Around 100 million people in the EU live with some form of disability.

Accessibility is, above all, a matter of equal opportunities, but also of business:

• More potential audience: If your stand is easy to navigate and understand, more people will feel comfortable approaching it.

• Better brand experience: An exhibitor who prioritizes accessibility conveys professionalism, empathy, and respect.

• Evolving regulations: The European Accessibility Directive is already in force, and several countries, such as Spain, have transposed it with significant penalties for non-compliance.

• The “GDPR” effect: Just as with data protection, digital accessibility—websites, apps, registration platforms—will be a required standard at events held in the EU, regardless of where the organizing company is located. For brands exhibiting at trade fairs in Barcelona, ??Madrid, or any European capital, now is the ideal time to review not only their stand but the entire visitor experience.

2. Basic Principles of Accessibility at Trade Fairs and Events

Before going into detail, three key ideas:

1. Clarity: that everyone understands where to go, what your stand offers, and how to interact.

2. Legibility: texts, pictograms, and messages that are easy to read.

3. Autonomy: allowing visitors to do as much as possible on their own. From there, some practical points:

2.1. Routes and Aisles

Keep aisles clear and as wide as possible, avoiding bottlenecks at entrances and corners.

 Avoid abrupt changes in level. If there are platforms, incorporate smooth and well-marked ramps.

 Reserve turning and waiting areas for wheelchairs or strollers in front of counters or screens.

Tip: during the 3D design phase, simulate visitor routes with the production team as if you were pushing a wheelchair or a stroller.

2.2. Inclusive Signage and Labeling

Signage is key to accessibility. At Nexo Events, we work with posters, vinyl graphics, signs, wayfinding, and visual elements for events, allowing us to design clear and consistent information systems.

• Use simple, uncluttered fonts, and appropriate sizes for viewing distance.

• Ensure high contrast between text and background (for example, dark on light).

• Combine text with universal icons: restrooms, entrances, exits, information point, etc.

• For key elements (main entrance, counter, steps), consider incorporating pictograms or tactile features.

3. An Accessible Stand: Exhibitor Checklist

If you are preparing a stand for your next trade show, this checklist can help you:

3.1. Before the Event

Check with the trade show organizers about the stand's location: proximity to entrances, elevators, and accessible restrooms.

Coordinate transportation and hotel logistics with your event partner (such as Nexo Events) using accessibility criteria: hotels with adapted rooms, comfortable transportation for your team and clients.

3.2. Stand Design

Counters at different heights: one conventional and another lower one where a person in a wheelchair can place documents or interact.

Obstacle-free demo areas, avoiding loose cables or structures that obstruct walkways.

If there are steps or platforms, add accessible ramps and clear signage.

Provide rest areas with chairs or benches, especially useful at busy trade shows.

3.3. Content and Technology

The European Accessibility Directive focuses on the digital aspect (websites, apps, ticketing), but these principles can be applied to the stand.

• Videos with subtitles: ideally in at least two languages ??(e.g., Spanish and English), very useful at international trade shows.

• Presentations with good readability: avoid large blocks of text; Use key ideas and clear graphics.

• QR codes that link to accessible web pages, with alternative text in images and easy navigation.

• If you use apps or phygital experiences, ensure that buttons and text are easy to tap and read, following digital accessibility guidelines.

 

4. The human factor:A well-trained team and clear language

Accessibility isn't just about design; it's also about how your team provides service.

At Nexo Events, we select and coordinate hostesses, brand ambassadors, and support staff for events, allowing us to train them in accessible service protocols.

Some key points:

• Train the team to offer assistance without being intrusive ("Would you like me to accompany you?" instead of assuming).

• Use clear language, avoid unnecessary technical jargon, and explain the steps (registration, demo, raffle, etc.).

• Maintain a patient attitude: allow time to read, respond, or move around.

• Have alternative materials ready: a paper summary sheet, a downloadable catalog, etc.

European regulations themselves encourage organizations to integrate accessibility into their culture: internal training, processes, and continuous review.

5. How does Nexo Events help you create accessible events?

At Nexo Events, with over two decades of experience designing and producing stands, stage sets, conferences, seminars, and corporate dinners, we can help you integrate accessibility throughout your entire project.

• Design and production of stands designed for easy and clear navigation.

• Stage sets with well-controlled lighting and sound, avoiding glare and acoustic saturation.

• Legible signage and wayfinding, consistent with your brand identity.

• Hostesses and staff trained to provide friendly and respectful service.

• Catering, corporate dinners, and branded events where the experience of all attendees is carefully considered, adapting menus, service flows, and spaces. Accessibility is not a trend: it's a way of designing more humane, efficient events that comply with the latest European regulations.

If you want to check the accessibility of your next stand at Fira Barcelona, ??IFEMA or any international trade fair, the Nexo Events team is ready to help you plan it from design to assembly.