Space Only vs Shell Scheme vs MSD: What’s the Difference?
Space Only vs Shell Scheme vs MSD: What’s the Difference? Choosing the right exhibition stand is one of the most important decisions you’ll make before exhibiting. Your stand is more than just a space to display products it’s where you’ll meet potential customers, hold business discussions, demonstrate your solutions, and represent your brand.
Most organizers offer exhibitors different stand options, the most common being Shell Scheme and Space Only. Some organizers also offer an upgraded solution known as MSD Modular Stand Design, which bridges the gap between the two.
This guide explains the differences, advantages, disadvantages, and when each option is the right choice.
What Is a Shell Scheme Stand?
What Is a Shell Scheme Stand? A Shell Scheme stand is a ready-built exhibition stand provided by the event organizer.
It typically includes:
- Wall panels
- Fascia board with your company name
- Carpet
- Standard lighting
- Basic electrical package (depending on the event)
- Some furniture (depending on the event)
Instead of building a stand from scratch, exhibitors simply decorate the provided structure with their branding, graphics, and products.
When Should You Choose a Shell Scheme Stand?
A Shell Scheme is usually the best choice if:
- It’s your first exhibition.
- You have a limited budget.
- You need a professional presence without a large investment.
- You have limited preparation time.
- You don’t need meeting rooms or large hospitality areas.
- Your primary objective is lead generation rather than creating a premium brand experience.
Advantages
- Lower overall cost.
- Fast and simple setup.
- Minimal planning.
- Less paperwork.
- Perfect for startups and SMEs.
Disadvantages
- Limited customization.
- Similar appearance to neighboring stands.
- Limited branding opportunities.
- Difficult to create private business spaces.
What Is an MSD Modular Stand?
What Is an MSD Modular Stand? Some exhibition organizers offer an upgraded stand package known as an MSD (Modular Stand Design).
Although it is still considered part of the Shell Scheme category, it provides a much more premium appearance while remaining easier to manage than a fully custom-built stand.
Depending on the organizer, an MSD package may include:
- Modern stand architecture.
- Premium graphics.
- Better lighting.
- Hanging rigging or suspended branding (where permitted).
- Improved furniture options.
- Higher-quality finishes.
- Better overall visual impact.
It offers exhibitors a professional custom looking stand without the complexity of designing an entirely Space Only stand.
When Should You Choose MSD Modular?
MSD is ideal if:
- You want your stand to stand out.
- You have a medium-sized budget.
- You want a premium appearance without the complexity of a custom build.
- You want better branding than a standard Shell Scheme.
- You prefer a solution managed by the organizer or their approved partners.
It provides an excellent balance between cost, appearance, and convenience.
What Is a Space Only Stand?
What Is a Space Only Stand? With a Space Only stand, you only purchase the exhibition floor space.
Everything else including the stand concept, construction, branding, flooring, lighting, furniture, rigging, and visitor experienceis designed specifically for your company.
This option offers unlimited design flexibility and is commonly used by companies looking to maximize their exhibition presence.
When Should You Choose a Space Only Stand?
A Space Only stand is recommended if:
- You have a larger exhibition budget.
- Brand visibility is a high priority.
- You expect significant visitor traffic.
- You’re launching new products.
- You want to create an unforgettable visitor experience.
- You require private meeting facilities.
- You plan to host presentations, networking events, or product demonstrations.
Large international exhibitors often select Space Only because it allows them to fully express their brand identity.
Make the Most of a Large Space Only Stand
One of the biggest advantages of a Space Only stand is that it becomes much more than a product display.
Depending on your objectives, you can build:
- Private meeting rooms.
- Reception areas.
- VIP lounges.
- Hospitality zones.
- Coffee bars or small kitchens.
- Product demonstration areas.
- Presentation theatres.
- Private offices for confidential discussions.
- Storage rooms.
- Staff facilities.
Some exhibitors even organize networking receptions or stand parties inside their stand.
Instead of renting separate meeting rooms from the venue, companies often incorporate meeting rooms directly into their stand, allowing them to keep visitors within their own branded environment while maximizing every square metre of space.
Is This Type of Stand Realistic?
The stand layout shown in our example may seem unrealistic for first-time exhibitors or companies exhibiting in smaller spaces.
However, this type of design is actually very common at major international exhibitions.
Companies booking 100–400+ m² Space Only stands, particularly multinational corporations and Key Account (KA) exhibitors, frequently create complete business environments rather than simple exhibition stands.
Their stand often functions as a temporary office, customer experience center, networking hub, and product showroom all in one.
The final design depends on the company’s objectives, budget, and allocated exhibition space.
Do You Need a Stand Contractor?
Many first time exhibitors assume they shouldn’t book a Space Only stand because they don’t know a stand builder.
Fortunately, that’s usually not a problem.
Most major organizers, including Informa Markets, provide a list of preferred or approved stand contractors who are familiar with the venue, organizer requirements, health and safety regulations, and construction deadlines.
Hiring an experienced contractor from the organizer’s preferred list can make the entire process much smoother.
How to Choose the Right Stand Contractor?
Choosing the right contractor is just as important as choosing the right stand.
If you’re selecting one for the first time, consider the following tips.
Ask to See Previous Work
Request photos, videos, or case studies of stands they have previously built.
A professional contractor should have a portfolio demonstrating their experience.
Request Client References
Ask for contact details of exhibitors they have previously worked with.
Speaking directly to former clients provides valuable insight into build quality, communication, professionalism, and reliability.
Check Their Sustainability Experience
Many exhibitions, including CPHI, Vitafoods Europe, and Food Ingredients Europe, actively encourage sustainable stand construction.
Ask whether the contractor has experience delivering sustainable stands or complying with event sustainability initiatives.
Verify Their Reputation
Where appropriate, you may also ask the event organizer whether the contractor has a good compliance history.
Some contractors have received penalties for violating venue regulations or repeatedly failing to comply with organizer requirements, while others may no longer be approved to work at certain events.
Working with a reputable contractor significantly reduces project risks.
Compare Multiple Contractors
Don’t choose the first quotation you receive.
Instead:
- Request proposals from multiple contractors.
- Compare quality, experience, included services, and pricing.
- Negotiate where appropriate.
This creates a competitive bidding process, helping you secure the highest quality at the most competitive price rather than simply selecting the cheapest option.
Stand Design Approval Process
Unlike Shell Scheme or MSD Modular stands, a Space Only stand requires design approval before construction begins.
The proposed stand design is usually submitted to either:
- The event organizer, or
- A specialist stand approval partner appointed by the organizer.
The design is reviewed to ensure it complies with venue regulations, structural requirements, health and safety standards, and exhibition guidelines.
Construction can only begin once the stand has been officially approved.
Contractors Must Follow the Organizer’s Rules
Every contractor building a Space Only stand must comply with the organizer’s technical regulations.
These requirements are usually published in the Contractor Guide, which can typically be found within the Exhibitor Manual.
The guide often includes information about:
- Maximum build heights.
- Structural calculations.
- Rigging regulations.
- Electrical requirements.
- Fire safety.
- Health and safety rules.
- Sustainability requirements.
- Build-up and breakdown schedules.
- Venue access procedures.
Failure to comply with these requirements may lead to delays, additional costs, penalties, or the stand not being permitted to build until all issues have been resolved.
Behind the Scenes: What Happens After You Book a Space Only Stand?
Many exhibitors don’t realize that booking the space is only the beginning of the process.
A typical Space Only project usually follows these steps:
- Book your exhibition space.
- Choose a stand contractor.
- Develop your stand concept and design.
- Submit the stand design for approval.
- Receive approval or make any requested amendments.
- Order event services such as electricity, internet, water, rigging, and furniture.
- Begin stand construction during build-up.
- Complete the organizer’s technical inspection.
- Welcome visitors once the exhibition opens.
Planning ahead helps avoid last-minute issues and ensures a smooth exhibition experience.
Quick Comparison Between Stand Types:
| Feature | Shell Scheme | MSD Modular | Space Only |
|---|---|---|---|
| Budget | Low | Medium | High |
| Customization | Limited | Medium | Unlimited |
| Stand Appearance | Standard | Premium | Fully Custom |
| Branding | Basic | Enhanced | Unlimited |
| Meeting Rooms | Not Practical | Limited | Yes |
| Hospitality Areas | Limited | Possible | Yes |
| Stand Contractor | Usually Managed by Organizer/Approved Partner | Usually Managed by Organizer/Approved Partner | Required |
| Planning Required | Low | Medium | High |
| Best For | First-time exhibitors, Startups & SMEs | Companies wanting a premium look with less complexity | Large brands, Product launches, High-impact exhibitors |
Which Stand Type Should You Choose?
Which Stand Type Should You Choose? There is no universally “best” exhibition stand.
A Shell Scheme is perfect for exhibitors seeking a cost-effective and straightforward solution.
An MSD Modular Stand offers a premium appearance while remaining easier to manage than a fully custom-built stand.
A Space Only stand provides unlimited creative freedom and is ideal for businesses that want to maximize brand visibility, host private meetings, create immersive experiences, and leave a lasting impression.
The right choice ultimately depends on your budget, exhibition objectives, branding strategy, and the experience you want to create for your visitors.
Want to maximize your exhibition ROI? After selecting the right stand, the next step is driving qualified visitors to it. Explore our guide on How to Increase Stand Traffic at Trade Shows and Exhibitions to learn proven techniques used by successful exhibitors.
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