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How do you capture a visitor’s attention in a matter of seconds at an international trade fair?
At an event such as Integrated Systems Europe (ISE) 2026, at Fira Barcelona, a stand isn’t just competing to look good: it’s competing to ensure that visitors understand the product in seconds.In Starway’s case, the challenge was clear: to transform a 10 x 10 metre stand into a real-life demonstration environment, capable of showcasing professional lighting fixtures with order, clarity and technical precision.
To achieve this, Novelty Spain developed the complete AV technical production for the space: structure, rigging, lighting, video, sound and electrical distribution.
Starway shines at ISE 2026: project details
The stand design was co-created by Starway together with Mind, shaping a functional space where each area had to help showcase the product clearly. Building on that foundation, Novelty Spain developed the complete AV technical production, continuing the work carried out with Starway at ISE 2025 and taking the installation towards a more integrated, orderly and easy-to-understand demo experience for visitors.
- Event: ISE 2026 – Integrated Systems Europe
- Client and brand: Starway
- Dates: 3–6 February 2026
- Location: Fira Barcelona – Gran Vía (Barcelona, Spain)
- Stand size: 10 x 10 metres
- Industry: Audiovisual technology · Professional lighting
- Stand objective: To demonstrate the Starway range of lighting fixtures for events and shows
- Technical services provided by Novelty Spain: Rigging, structure, lighting, sound, video and electrical distribution.
- Result: a compact, clear and functional stand, ready for real-life product demos with a clean visual presentation and a seamless technical experience
What does a trade fair stand need to function in a live demonstration?
Image credits: Novelty Spain
Image credits: Novelty Spain
At an event like ISE 2026, an exhibition stand has to help visitors understand the product within seconds. That means the technical production must serve the demonstration, allowing the technology to be showcased clearly, even if the visitor only stops for a few seconds.
Structure, rigging, lighting, video, sound and power must work together as a single system. When one of these elements fails or competes with the others, the product loses its prominence and the experience becomes confusing.
At the Starway stand at Fira Barcelona, the challenge was precisely this: to transform a 10 x 10 metre space into an environment ready for live demonstrations—by integrating stand construction and audiovisual technology without compromising on order, safety or clarity. This is how we tackled each part of the build.
Structure and rigging: how to free up floor space and improve visibility in a compact stand
The base of the stand was a four-legged Ground Support measuring 8.86 × 8.55 metres, with a working height of between 6 and 7 metres. This truss structure allowed us to raise most of the technical equipment and free up floor space, which was key in a compact stand with a high flow of visitors.
Suspended from this Ground Support were two concentric circles measuring 3 and 6 metres, several side and rear swings, and the main lighting points. For this, one-tonne motors were used for the main loads and 250 kg D8+ motors for the distributed elements, all reinforced with diagonal pipes and 500 kg counterweights in accordance with the venue’s regulations.
The result was a clean structure, visible from the aisles and designed to support the weight of over 150 light fixtures and other equipment, ensuring safety, stability and a clear visual impression of the stand at all times.
Exhibition stand lighting: how to display over 150 luminaires without overwhelming the space
In a stand where lighting is the product, light becomes the message. In this project, over 150 Starway luminaires were installed, including models such as Enzo WET, Daytona WET, Monza WET, Modena WET, Quasar o Superfast WET, distributed across the upper circles, the main Ground Support truss and the side and rear cantilevers.
The aim was not to flood the stand with light, but to allow each fixture to demonstrate its true performance: colour, power, movement and mixing. The heights, angles and distribution were carefully planned so that visitors could understand the product at a glance, without being dazzled or overwhelmed by visual excess.
Thus, the stand’s lighting became a continuous, orderly and easy-to-read demonstration, even at the busiest times.
Video integrated into the exhibition: How to enhance the demo without competing with the product?
The video was integrated as a visual aid to showcase the product. Four 55-inch screens were installed to provide visual context for the demos without competing with the lighting fixtures.
The decision was not to fill the stand with screens, but to use video to reinforce the product and the brand message, avoiding visual overload and ensuring the space remained clear and easy to navigate. In a visually busy environment such as a technology fair, this balance is key to ensuring the demo remains understandable.
Professional sound for trade fairs: How to achieve coverage and control in a compact stand
The sound had to provide energy and clarity and complement the lighting experience. To achieve this, a compact system was set up with 6 12XT speakers and 2 SB15 subwoofers located in the control area behind the décor. All of this was amplified by an LA4X power amplifier, sufficient to cover the space evenly.
Control was handled via a Yamaha DM3, which allowed for the management of both the stand’s audio content and specific moments featuring live music. For these segments, a small DJ set comprising a CDJ900 and DJM900 was incorporated, adding dynamism without compromising control.
Thanks to this approach, the stand featured a professional sound system that was well distributed, in keeping with the surroundings and aligned with the main objective: to allow visitors to focus on the product demonstration.
How can you make the product the star of the trade fair stand?
Image credits: Novelty Spain
A well-designed stand does more than just showcase technology: it also helps the product be seen in the best possible light.
When the structure is right, the lighting is balanced and the audiovisual integration is seamless, visitors better understand the brand’s message and connect more quickly with what is being communicated.
In Starway’s case, the technical production ensured that every light fixture — and every demo — was presented exactly as it should be: clear, orderly and free from visual or auditory distractions. This transformed the stand into a small stage where the product was the true star of the show.
This same approach was also reflected in the audiovisual production for Analog Way’s stand at ISE 2026, another project developed by Novelty Spain during the fair, where technical precision was key to showcasing real-time video processing solutions.
Starway at ISE 2026: A technical setup designed to showcase the demo more effectively
The end result was a compact space, yet surprisingly clear and functional. The overhead structure provided height and presence without taking up floor space; the lighting, featuring fixtures such as the Enzo WET, Daytona and Superfast, showcased the product exactly as it would perform at a real event; the video provided context without distracting; and the sound completed a fluid and balanced experience.
Visitors understood this from the moment they entered. They could see how the equipment responded, how it moved, what power it had and how it integrated into a professional setup. That clarity is what turns a stand into an effective sales tool, capable of generating valuable technical discussions.
When a technical installation is so well executed, the brand gains presence. It is better understood, more memorable and perceived as a strong player within the sector.
How do you prepare an exhibition stand for a flawless product demo?
This case study makes one thing clear: an effective technical stand is not the one that piles on the most elements, but the one that ensures they all work in the product’s favour.
For a demo to really work at a trade fair, the stand must meet at least the following conditions:
- Clear the floor space and organise the flow of traffic, so that visitors can enter, look around and stay without any hindrance
- Make the product visible from the aisles, even in an environment saturated with stimuli
- Ensure the demo is clearly visible, without visual or auditory interference
- Integrate lighting, video, sound and power as a single system, not as separate layers
- Maintain safety, stability and technical control throughout the event
- Turn technology into an understandable and commercially useful experience
That is what allows a stand to cease being merely a pretty structure and become a real tool for branding, demonstration and sales.
Do you need a stand designed to showcase your product effectively at a trade fair?
If you’re preparing a stand for a trade fair and need your product to be seen, heard and understood from the very first moment, we can help with the complete technical AV production for the space.
At Novelty Spain, we design and execute technical installations for stands where structure, rigging, lighting, video, sound and power work as a single system, with a clear objective: to ensure the demo works and the brand gains visibility.
Let’s talk about your next project.
