For Mercer’s 6m x 2m conference booth, Display Systems & Prints combined a 3-metre feature wall with an integrated TV, an illuminated front counter, three standalone presentation stations with their own screens, and a bistro discussion area, so a narrow space could host presentations, conversations and branding at the same time. This compact booth design case study shows how a 2-metre-deep booth became an inviting, easy-to-explore space.
Below we cover the brief, how each element was placed, and what to plan for when designing a narrow booth at a Singapore venue.
Project at a glance
| Client | Mercer |
|---|---|
| Event type | Trade conference |
| Booth size | 6m x 2m (12 sqm), open booth layout |
| Must-haves | Branded backdrop, three TV presentation stations, discussion area, reception counter |
| Key elements built | 3m feature wall with integrated TV, illuminated front counter, three branded presentation stations with individual screens, bistro tables and chairs |
| Our services | Booth design and build |
The brief: more activity than the space suggests
Mercer took part in the trade conference with a 6m x 2m open booth. The space was long and shallow: six metres of frontage but only two metres of depth. That shape is good for visibility from the aisle, but it leaves very little room behind the front line for people to stand, watch and talk.
The goals were to improve presentation visibility, encourage visitor engagement and create comfortable discussion areas, without disrupting the flow through the booth. The booth had to feel professional and welcoming while supporting several interactions at once.
The challenge: four screens and a meeting area in 2 metres of depth
The booth had to hold a branded backdrop, three TV presentation stations, a discussion area and a reception counter. In a shallow booth, the natural instinct is to line everything up against the back wall, which pushes visitors into the aisle and makes the booth feel like a corridor. Without careful planning the space would have felt cluttered and difficult to navigate.
Getting this right matters because conference visitors want to speak to people, not just watch screens. CEIR research found that 56% of attendees prefer face-to-face conversation with exhibit staff as their first source of information, compared with 20% who prefer product demonstrations (CEIR, via Associations Now). The screens had to support conversations, not replace them.
The design solutions
A 3-metre feature wall with an integrated TV
A 3-metre feature wall with a built-in television created the visual anchor for the booth. Integrating the screen into the wall, rather than placing it on a separate stand, kept the floor free and made the brand and the content read as one surface. TV integration is available across several of our systems, including Maxpoles backdrops, ISO Frame and Pop Up walls.
An illuminated front counter
The lit front counter acted as the welcome point. Illumination draws the eye along a busy aisle, and a counter at the front gives staff a natural place to start conversations without stepping out into the walkway.
Three standalone presentation stations
Instead of one large screen that everyone crowds around, three standalone stations were built, each with branded graphics and its own screen. Spreading the content across the 6-metre frontage let visitors explore at their own pace and stopped a single crowd forming in one spot. Our TV On Stand range offers branded screen stands for exactly this kind of layout.
A relaxed discussion setup
Bistro tables and chairs added a comfortable place for longer conversations. Balancing presentation stations with seating meant the booth worked for both quick visits and proper discussions.
A layout that guided visitors naturally
The layout created a natural flow between the presentation stations and the discussion area. Despite the narrow dimensions, the booth felt open and easy to navigate, and every zone had a clear job: the feature wall for brand presence, the counter for welcome, the stations for content and the bistro area for conversation.
The result
The booth stood out through its clean structure, lighting and multiple engagement points. Visitors could move comfortably through the space, explore presentations at their own pace and hold conversations without congestion. The project showed that a compact booth can support visibility and interaction together when every element has a defined place.
Planning a narrow booth in Singapore
- Count your power points. Four screens and a lit counter need several sockets. At Suntec Singapore, electrical work is limited to licensed electrical workers on the venue’s accredited list, so order power through the proper channel early (Suntec Singapore).
- Keep structures below approval thresholds where possible. At Suntec, structures 4m and above need technical plans at 1:50 or larger (Suntec Singapore). A 3m feature wall gives height without the extra paperwork.
- Use certified materials. The same venue requires materials that are non-combustible or rated at least Class 2 for surface flame spread (Suntec Singapore materials).
- Design for the people who matter. CEIR found that 94% of attendees have net buying influence for their organisation (CEIR). Seating near the screens gives staff time with them.
- Spread content along the frontage. In a shallow booth, several smaller stations work better than one big screen.
For more compact-booth ideas, see our ThermoFisher case study and 10 Ways to Attract More Visitors to Your Trade Show Booth. Our exhibition booth design and build service covers everything from a 3×3 shell scheme to full custom builds.
Frequently asked questions
How big was Mercer’s booth?
It was a 6m x 2m open booth, about 12 sqm, with six metres of frontage and two metres of depth.
How do you fit several screens into a narrow booth?
Integrate one screen into the feature wall and spread the others across standalone branded stations along the frontage. That is how three presentation stations and a feature-wall TV fitted into Mercer’s 2-metre-deep booth.
Should a small booth have seating?
If conversations are a goal, yes. Bistro tables and chairs take little floor space and give visitors a reason to stay and talk.
Can you supply screens and stands for a booth?
Yes. We offer TV on stand units and TV integration on systems such as Maxpoles, ISO Frame, Pop Up and lightbox walls, and we install them as part of the booth build.
Conclusion
Successful booths are defined by how intelligently the space is used, not by its size. With the right plan from Display Systems & Prints, Mercer’s narrow booth became a structured, engaging space with room for content and conversation. If your booth is not creating the engagement you want, ask us for a free quote.
Sources
- Associations Now: CEIR attendee and exhibitor profile study (interaction preferences, net buying influence)
- Suntec Singapore: Electrical connections
- Suntec Singapore: Stand or booth construction
- Suntec Singapore: Materials
- Display Systems & Prints rental catalogue (TV integration options)