At a trade show like Integrated Systems Europe (ISE), exhibition stands have just a few seconds to catch a visitor's attention and get the brand message across. For AV professionals, that narrow window turns every square metre into a strategic decision as lighting, video, sound and rigging need to work in harmony as a single system.
Over the last few editions of ISE, Novelty Spain has been the technical AV partner for brands like Lenovo, Analog Way, Naostage and Starway, delivering the complete technical production of their stands at Fira de Barcelona. Here's a look at how each project came together, the challenges they raised and how they evolved from one edition to the next so that you can get a comprehensive idea of what your next exhibition stand will need.
ISE (Integrated Systems Europe) is Europe's largest AV technology and systems integration event, one of the major international tech events and congresses that brings together manufacturers, integrators and global brands every year at Fira de Barcelona – Gran Via. The 2026 edition welcomed more than 1,700 exhibitors across 100,000 m², cementing its place as a key meeting point for the sector.
Taking part in ISE is not just about setting up an exhibition stand but about competing for the attention of thousands of visitors in an environment saturated with stimuli, where each exhibitor has just a few seconds to explain what they do. For brands exhibiting edition after edition, this brings an added challenge: building on what worked the previous year without losing the essence of it.
That's exactly what Lenovo, Analog Way, Naostage and Starway have done with their latest stands at ISE, with Novelty Spain as their technical AV partner. If you're already planning your presence at ISE 2027, this list can act as a reference for what's possible on an exhibition stand, with concrete examples of how each brand has developed its technical production from one edition to the next.
At ISE 2026, Lenovo's stand occupied a two-storey space designed by Quattrocento Diseño, with interactive demo zones, collaboration areas and an open aesthetic aligned with the brand's global identity. The technical challenge for Novelty Spain was to integrate the entire AV infrastructure without disrupting that open aesthetic. The driving insight behind this was "the more visible the technology, the weaker the brand experience."
To hold the suspended elements across both floors, 12 Liftket 250 kg hoists with D8+ certification were installed and controlled from a 12-channel system on a black Expotruss X4K-30 truss structure. The lighting combined a Chauvet Profile LED Ovation Rêve E-3 for logos and focal points, an Elation KL Fresnel LED as a uniform base light and an SGM Q7 for general ambience, avoiding reflections on the screens. All power and signal were distributed through a 32A PowerBox and a single DMX universe, with cable runs hidden on both floors, leaving a tidy technical system that worked with the project's minimalist look.
A year earlier, at ISE 2025, Novelty Spain was already working as Quattrocento Diseño's AV partner on Lenovo's stand. At the time, it focused on a single level with lighting as the main storytelling tool. The set-up helped capture the attention of some of the 85,000+ attendees from 168 countries who passed through Fira de Barcelona, in an edition where 90% of trade show visitors said they remembered stands with immersive experiences better.
The lighting rig combined an SGM Q7 for colour wash, an 8 FC LED Fresnel to reinforce specific zones and LED profile fixtures with R119 filters to spot-light work areas, all controlled from an Obsidian NX-1 desk. With dynamic LED lights and strategically chosen colours, the lighting didn't just serve an aesthetic purpose, it also helped highlight Lenovo's new products for potential clients and media. Sebastián García, of Quattrocento Diseño, summed up the work: "the team's dedication, effort and professionalism were essential to the project's success."
Analog Way's stand at ISE 2026 occupied a 17 x 7 metre space with one very specific goal: to become a reliable setting for live demos of its video processing solutions. As a manufacturer of processors and presentation switchers, Analog Way needed a controlled environment in one of the most demanding settings in the European AV industry, with changing light, ambient noise and a constant flow of visitors. The space was organised around three main lines: visibility from the aisles, a clear flow between reception, individual demos and private meetings, and the technical precision needed for the tests to run without interruption.
The visual foundation of the stand was a 1.9 mm T-RENT LED screen, with corner modules to achieve a uniform surface, backed by a system of four LED processors for stability and a Lightware matrix for switching content quickly. Lighting was handled by two Ayrton Stradale Profile fixtures to highlight the demo areas without glare or negative effects on the screen's readability as well as Martin VDO Sceptron light tubes and a Martin P3 control system, programmed from an Avolites Pearl Quartz desk, to keep levels stable throughout the day.
The signal chain was completed with two Panasonic AW-UE150KE PTZ cameras to capture the demos with smooth movement, 10 4K monitors across LG and Asus models placed around the stand, and an audio system with L-Acoustics 12XT speakers and a Yamaha 01V96i desk to keep the explanations clear above the noise of the hall. This is Novelty Spain's first collaboration with Analog Way at ISE, and the result was a stand where the client's team could switch demos without delay, already setting a technical benchmark for their presence at ISE 2027.
At ISE 2026, Naostage returned to Fira de Barcelona with an immersive stand designed so any visitor could understand in a few seconds and without prior explanation how a space can react to the audience's movement in real time. The whole system relied on YouTrack, Naostage's markerless technology, with no body sensors or physical markers, and Novelty Spain's technical production had to keep that demo stable across the four days of the show. The LED floor acted as the main interactive surface, the LED wall reinforced vertically what occurred on the floor, the lighting followed the movement and the PTZ cameras adjusted the shot automatically according to the visitor's path.
On the technical side, the installation included a 5 x 8 metre LED floor and a vertical LED screen, with content centralised through SMODE and an 8x8 4K HDMI matrix configured with a main and backup scheme for each surface. Lighting relied on 9 Robe Tetra2, 24 Cameo Aura XIP 22, 6 Ayrton Stradale fixtures and LED Kinetic lines, with the Ayrton Stradale units suspended on DMX-controlled "T" swings to add vertical movement to the scene. Audio, with a P.A. system controlled via a Yamaha 01v desk and ULX microphones, was designed as a supporting layer that shouldn't compete with the rest of the AV elements.
A year earlier, at ISE 2025, Naostage had already presented an immersive stand with Novelty and XD Motion built around its T-Floor. This included a rollable, portable floor LED screen with a 2.6 mm pixel pitch, combined with a 6 x 4 metre LED wall and a 6 x 6 metre floor screen with a resolution of 2,304 x 2,304 pixels. The system synced with devices such as Kinect through Naostage's K System tracking platform, letting visitors enjoy interactive scenes, from games to real-time "painting" experiences.
Lighting for that structure combined Spiider fixtures, with 18 x 30 W RGBW and a beam angle range of 4° to 50°, Robe Tetra units with 18 x 40 W RGBW and a 4.5° to 45° angle, and Ayrton Rivale Profile fixtures, at 450 W and IP65-rated designed to work in any hall conditions. The result was "smooth transitions and lighting effects that strengthened the narrative", laying the technical groundwork on which the full immersive ecosystem of ISE 2026 was built a year later.
Starway's stand at ISE 2026 faced a clear challenge: turn a 10 x 10 metre space, co-created with Mind, into a genuine demo environment able to showcase professional luminaires with order, clarity and technical precision. Novelty Spain developed the full technical AV production for the space that included the structure, rigging, lighting, video, sound and electrical distribution. The base was a four-leg ground support structure measuring 8.86 x 8.55 metres with a working height of 6 to 7 metres, from which hung two concentric circles of 3 and 6 metres in diameter along with side and rear swings, held by one-tonne hoists for the main loads and 250 kg D8+ hoists for the distributed elements.
More than 150 Starway luminaires (including the Enzo WET, Daytona WET, Monza WET, Modena WET, Quasar and Superfast WET models) were arranged across that structure, worked in height, angle and distribution so visitors could understand what each fixture does without visual overload. Video was projected on four 55-inch screens to reinforce the message without competing with the luminaires, while sound combined six 12XT boxes and two SB15 subs with LA4X amplification, controlled from a Yamaha DM3 desk, with a small DJ set-up (CDJ900 and DJM900) for the more dynamic activations.
A year earlier, at ISE 2025, Starway marked its 30th anniversary with a build on a larger structural scale: a four-leg Ground Support measuring 6.65 x 4.55 metres and up to 7 metres in height, with 24 hoists in total, four Chain Master 1T D8 units for the main structure and another 18 plus six 250 kg D8+ hoists dedicated to lifting six hanging truss triangles from three 40 cm by 6 metre lines. The lighting featured seven different Starway models, including the Enzo WET, ParKolor 200HD, Daytona, Modena, Quasar and Barracca 360, combining colour, intensity and movement to demonstrate each fixture's technical capabilities in real time.
That project closed with a testimonial that sums up the relationship between the two companies well. Stéphane Caria, deputy technical director at Starway, put it this way: "My collaboration with the Novelty Spain teams was incredibly smooth. Especially regarding the human side of things. I had the pleasure of working, both in preparation and on site, with professionals who were as competent as they were warm and welcoming. At a trade show, where the equipment is a genuine showcase, the technical kit provided by Novelty Spain, looked after to perfection, makes the difference."
Lenovo, Analog Way, Naostage and Starway are very different brands with different goals and audiences but their stands at ISE share one principle: structure, rigging, lighting, video, sound and power work best when planned as a single system rather than as separate layers. This integrated approach is what allows a compact exhibition stand to compete in visibility with a larger one, or a complex tech demo to be understood in seconds without losing technical rigour.
If you're planning to attend ISE 2027 or another international tech event, get in touch with our team and find out how we can improve your brand's presence at high-impact events. At Novelty Spain, we design and deliver the technical AV production for your stand so that the demo works, the brand gains presence and every visitor remembers your story long after leaving Fira de Barcelona.