Deciding between a raw space and a shell scheme stand is one of the first, and most critical, decisions in your trade show strategy. In one corner, you have raw space—literally an empty patch of floor, a blank canvas for a custom build. In the other, a shell scheme offers a pre-built modular booth, providing a simpler, turnkey solution.
The right choice boils down to what you prioritise: total creative freedom and brand impact, or convenience and predictable costs. This guide will provide the practical insights and actionable advice you need to make the best decision for your business.
Your First Critical Trade Show Decision
Choosing your stand type sets the tone for your budget, design process, logistics, and potential return on investment. Before you decide, it's vital to have a solid grasp on what trade shows are and how they fit into your broader business goals. This knowledge ensures your stand aligns with what you want to achieve.
This isn't just about logistics; it’s a strategic fork in the road. Are you aiming to make a huge brand statement with a one-of-a-kind booth that attendees won't forget? Or is your main goal to test a new market with minimal upfront investment? Each option serves a very different purpose.
Comparing Your Core Options
To make this initial choice easier, think of it like building a house versus moving into a furnished apartment.
Raw space is like buying a plot of land. You can build your dream home from the ground up, giving you unlimited potential. But this requires architects, builders, and a project management team. A shell scheme is the furnished apartment—it's ready to move into, functional, and just needs your personal touch to make it feel like home.
This table breaks down the fundamental differences to frame your thinking.
| Feature | Raw Space | Shell Scheme |
|---|---|---|
| What You Get | An empty floor area, marked out on the exhibition hall floor. Nothing more. | A pre-built booth with walls, basic flooring, and a name board. |
| Primary Advantage | Total creative control and unlimited design flexibility for maximum brand impact. | Convenience, predictable costs, and minimal management, ideal for focusing on sales. |
| Best For | Established brands, major product launches, and exhibitors aiming for high impact. | First-time exhibitors, companies on a tight budget, or those needing a quick turnaround. |
| Effort Level | High. You manage designers, builders, suppliers, and all logistics. | Low. The organiser handles the structure; you focus on branding and graphics. |
Understanding these high-level distinctions is the first step. By weighing your creative ambitions against your practical resources, you can start to see which path—the blank canvas or the turnkey solution—is the right fit.
Diving Deeper: Your Booth Options
To make an informed decision between raw space and a shell scheme, you need to understand exactly what you're signing up for. These aren't just slightly different choices; they represent two fundamentally different paths for your trade show strategy, each with its own deliverables, responsibilities, and outcomes.
Think of a shell scheme as the ‘turnkey’ option. It’s convenient and low-risk, making it a solid choice for first-time exhibitors or any brand stretched for time and resources. The event organiser provides a pre-built booth, giving you a ready-made foundation.
What Is a Shell Scheme Booth?
A shell scheme package is an all-in-one deal that covers the basics. While specifics can vary, you can typically expect:
- Modular Walls: Standard panels that create the back and sides of your space.
- Basic Flooring: Usually a simple, neutral-coloured carpet.
- Fascia Board: A panel across the top of your booth with your company name and stand number.
- Standard Lighting: One or two spotlights.
What you get is a functional, if generic, starting point. Your job is to bring it to life with branding, graphics, furniture, and product displays. For a closer look, explore this guide on what is included in a shell scheme exhibition stand.
Key Takeaway: The value of a shell scheme is its simplicity. It removes major construction and logistical headaches, letting you focus on your marketing message and on-stand engagement.
What Is a Raw Space Booth?
Raw space is exactly what it sounds like: a blank canvas. When you book raw space, you’re renting a measured, empty patch of the exhibition hall floor. That’s it. No walls, no carpet, no power.
This option gives you total creative freedom but also comes with significant management responsibilities. You and your exhibition stand builder are responsible for every element, from initial design to final construction. This includes designing the stand, managing utilities like power and rigging, sorting out flooring, and handling all logistics. It’s the required route for a truly custom exhibition stand.
This choice heavily impacts your trade show strategy. In Australia, the decision often boils down to budget and brand ambition. Shell scheme costs typically fall between AUD 500 to AUD 1,200 per square metre. Raw space demands a much larger investment in the stand build, often pushing the total cost to AUD 1,200 to AUD 3,000 or more per square metre, but the payoff is unparalleled flexibility. Data from exhibition market trends shows about 60% of exhibitors in smaller footprints (up to 9m²) opt for shell schemes, while 40% of stands larger than 20m² are raw space builds.
Ultimately, choosing between these two defines your project's entire scope. A shell scheme provides a predictable framework, while raw space is an invitation to build a unique brand world from the ground up.
A Strategic Comparison for Exhibitors
Choosing between raw space and a shell scheme booth is more than a logistical detail. It’s a strategic decision that will define your budget, brand message, and the entire scope of your exhibiting project. To get this right, you need to compare them on the factors that genuinely impact your bottom line and brand presence.
This side-by-side comparison breaks down the core differences in customisation, inclusions, and the typical preparation time required for each.
As you can see, raw space provides total creative control but starts from scratch and demands a longer lead time. A shell scheme offers a solid foundation you can work with quickly.
Analysing the Total Cost of Ownership
The initial booking fee is just the tip of the iceberg. A true comparison requires looking at the Total Cost of Ownership, which covers every expense needed to get your stand show-ready.
With a shell scheme, costs are largely predictable. The package includes essentials like walls, flooring, and basic lights, leaving you to budget for graphics, furniture hire, and technology. This makes financial planning more straightforward—a huge benefit for first-timers or teams with tight budgets.
Conversely, raw space often looks cheaper per square metre initially, but this is misleading. You are paying for an empty patch of concrete and are responsible for every single element.
These additional costs often include:
- Stand Design and Construction: The largest expense, covering everything from concept to build.
- Flooring: Most venues require you to install flooring, which isn't included.
- Electricals and Rigging: You’ll pay the venue contractor for power, wiring, and any structures hung from the ceiling.
- Labour and Logistics: This covers installation and dismantle (I&D) crews and material handling (drayage).
Actionable Advice: For a raw space stand, create a detailed, line-item budget. A good rule of thumb is to estimate that your stand build and associated services will cost at least three to five times the price of the floor space rental itself.
Design Flexibility and Brand Impact
Your exhibition stand is a 3D billboard for your brand. Your design flexibility directly affects how well you can communicate your message and cut through the noise.
A shell scheme offers limited but effective customisation. Think of it as decorating a room rather than building a house. You can create a powerful brand presence with high-impact graphics, curated furniture, digital displays, and clever lighting. While the structure is fixed, a creative approach can turn a standard booth into a welcoming brand environment.
Real-Life Example: A marketing tech startup at a Sydney trade show wrapped their entire shell scheme in bold, branded graphics and used interactive touchscreens to create an engaging, modern vibe—all without the cost of a custom build.
Raw space, however, offers pure creative freedom. It’s the ultimate blank canvas for your booth design ideas. You can build multi-level structures, create immersive experiences, and design a unique architectural statement that commands attention. This is where brands can build a 'destination' on the show floor.
An established B2B software company launching a new product might use raw space to build a demonstration theatre, private meeting rooms, and a hospitality lounge. These elements are impossible in a shell scheme, and this customisation ensures the environment perfectly supports specific trade show goals.
Logistics and Project Management
The final crucial point of comparison is the operational load each option places on your team. This isn’t just about money; it’s about time, expertise, and internal resources.
A shell scheme simplifies logistics enormously. The organiser handles the core construction, so your main job is coordinating with suppliers for graphics and furniture. This frees your team to focus on marketing, sales training, and your lead-capture strategy.
Raw space, on the other hand, is a major project management undertaking. It requires a dedicated project manager (in-house or from your stand builder) to coordinate with dozens of stakeholders.
This role involves:
- Managing designers, engineers, and fabricators.
- Submitting detailed plans to the event organiser for approval.
- Ordering and scheduling services like electricity, internet, and cleaning.
- Overseeing a complex on-site build schedule.
This logistical weight is a key differentiator. A lean marketing team could find a raw space build overwhelming. In contrast, a company with a dedicated events team may be perfectly equipped to handle it. The choice isn't just about your budget, but about your team's bandwidth and expertise.
Raw Space vs Shell Scheme Decision Matrix
| Decision Factor | Shell Scheme | Raw Space |
|---|---|---|
| Budget | Predictable, all-inclusive pricing. Best for fixed budgets. | Lower initial space cost, but high total cost. Budgeting is complex. |
| Design Flexibility | Limited to graphics, furniture, and internal layout. | Complete creative freedom. Build any structure or experience. |
| Brand Impact | Good for clear branding, but hard to stand out structurally. | Excellent for creating a unique, memorable brand destination. |
| Lead Time | Short. Can be booked and designed weeks before the show. | Long. Requires 3-6 months of planning, design, and fabrication. |
| Project Management | Minimal. The organiser handles the main build. | Intensive. Requires a dedicated project manager for coordination. |
| Best For | First-time exhibitors, small businesses, tight budgets, quick turnarounds. | Established brands, major product launches, creating immersive experiences. |
Ultimately, the right choice depends on a clear understanding of your goals, your budget, and your team's capacity to manage the project.
Real-World Scenarios and Use Cases
Knowing the technical differences is one thing, but applying that knowledge to your specific situation is the real challenge. The right choice aligns your exhibition strategy with your business goals, budget, and brand maturity. Let's explore some common exhibitor scenarios.
This will help you determine which path makes the most sense for your next trade show, whether you're a startup or an industry leader.
When a Shell Scheme Is the Smart Choice
A shell scheme offers a predictable, low-overhead solution that is perfect when budget control, speed, and simplicity are top priorities.
Case Snippet 1: The First-Time Exhibitor
A tech startup is attending its first exhibition. Their goals are lead generation and gauging industry interest, not making a monumental brand statement. With a small team and a tight budget, their resources are better spent on pre-show marketing and staff training than on complex stand logistics.
- Why a shell scheme works: It provides a professional space with predictable costs and minimal project management. The team can focus on their sales pitch and networking.
Case Snippet 2: The International Participant
A European company is exhibiting at an Australian trade show to find local distributors. Managing a custom build from overseas would be a logistical nightmare involving international shipping, local regulations, and overseeing a build crew in a different time zone.
- Why a shell scheme works: This option removes nearly all construction headaches. They can send their graphics ahead and arrive just before the show, ensuring their team is fresh and focused on building partnerships.
When Raw Space Is a Superior Investment
Raw space is for brands that need to make a massive impact. It’s an investment in creating a unique brand environment that captivates attendees, facilitates specific interactions, and demonstrates market leadership.
Key Takeaway: Choosing raw space signals that your brand isn't just participating—it aims to be a memorable destination on the exhibition floor.
Case Snippet 3: The Major Product Launch
An established software firm is launching its flagship product. They need an experience, not just a display. Their strategy requires a demonstration theatre for presentations, private meeting rooms for closing deals, and a dedicated hospitality area.
- Why raw space works: None of these critical elements would be possible within a shell scheme. Raw space provides the architectural freedom to build a multi-functional environment that directly supports their sales and marketing objectives.
Case Snippet 4: The Industry Leader
A market-leading manufacturing company wants to reinforce its dominance at the industry's largest annual event. Their goal is to create a high-impact, immersive stand that dwarfs competitors and becomes a central talking point.
- Why raw space works: A custom build allows them to construct an architecturally impressive stand with unique lighting, interactive displays, and large-scale machinery. This reinforces their position as an industry leader. The growing demand for such experiences is reflected in Australia’s event management market, projected to reach AUD 70 billion by 2033. Learn more about the Australian event market growth.
Your Go-To Checklist for Making the Final Call
Choosing between raw space and a shell scheme is a pivotal moment. To make a confident choice, you need a structured approach. This practical checklist will walk you through a self-assessment to ensure your decision aligns with your company's goals, resources, and brand ambitions.
Use these questions to spark an internal discussion and clarify your priorities before you sign any contracts.
Define Your Primary Trade Show Goals
First, what does success look like for this event? Your stand choice should be a direct tool to help you hit your objectives.
- Lead Generation vs. Brand Awareness: Is the mission to scan as many badges as possible? Or is it to make a massive brand statement that people talk about long after the show?
- Product Launches vs. Market Testing: Are you unveiling a flagship product that demands an immersive experience? Or are you testing a new market with minimal financial risk?
- Networking vs. Sales: Do you need private meeting spaces to close deals on the floor? Or is the priority an open, inviting area for casual conversations?
Actionable Advice: Your primary goal is your compass. If brand dominance is the objective, raw space is compelling. If efficient lead capture is the priority, a well-branded shell scheme may be the smarter financial move.
Establish Your All-Inclusive Budget
Your budget isn’t just the floor space fee; it’s the total cost to exhibit. A realistic financial picture is critical. For a deep dive, check out our guide to understanding your total exhibition stand cost.
- Have you factored in the costs for design, construction, freight, and installation that come with a raw space build?
- Does your budget account for overlooked costs like flooring, electrical rigging, and material handling?
- What is the maximum you are prepared to invest to create a presence that stands out?
Post-pandemic, about 70% of exhibitors initially leaned towards shell schemes for their predictable costs. As market confidence returned, the trend began shifting back towards raw space for brands wanting to create immersive experiences at major events.
Assess Your Team’s Bandwidth
Time and people are as valuable as your financial budget. Be honest about what your team can realistically handle.
- Do you have an experienced internal project manager who can dedicate significant time to overseeing a custom build?
- Is your team’s expertise better spent on marketing and sales training rather than stand logistics?
- How much time can you set aside to liaise with designers, builders, and suppliers in the months leading up to the show?
A raw space build is a complex project demanding months of oversight. If your team is already stretched, the simplicity of a shell scheme frees them to focus on activities that directly drive ROI.
So, Which Stand Strategy is Right for You?
The "raw space vs. shell scheme" debate isn't about finding one right answer. The 'best' decision is the one that aligns with your specific trade show strategy, budget, and team capacity. It's a core strategic decision, not just a logistical one.
See this choice as a pillar of your event marketing plan. A first-time exhibitor has different needs from an established brand aiming to own the show floor. One is about efficiency and low risk; the other demands high impact and creative freedom.
Final Takeaways for Your Decision
Boil it down to a few core questions:
- Goal Alignment: Does the stand option directly help you achieve your main objective, whether it's leads, brand awareness, or a product launch?
- Resource Reality: Be honest. Do you have the budget, time, and dedicated people to manage the complexity of a custom build?
- Brand Impact: How critical is it to create a unique, immersive brand experience to hit your goals for this specific event?
The most successful exhibitors don't just pick a stand; they choose the perfect tool for the job. Your stand is the physical manifestation of your event strategy.
For brands serious about making a statement, the creative freedom of raw space is almost always essential. If this sounds like you, check our guide on the top reasons for choosing a custom exhibition stand to see if it aligns with your vision.
By honestly weighing your goals against your resources, you shift from simply picking an option to executing a well-thought-out strategy. This approach ensures your investment delivers the best possible return.
Frequently Asked Questions
When weighing raw space versus a shell scheme, a few key questions often arise, especially for new exhibitors. Answering these will help you finalize your trade show strategy with confidence.
Can I Customise A Shell Scheme Stand?
Absolutely. While you can't change the fundamental structure, you can make the space your own. Think of the shell scheme booth as your canvas.
Effective ways to transform a standard shell scheme include:
- Full-Panel Graphic Wraps: Cover the plain white walls with seamless, high-impact graphics.
- Upgraded Furniture: Swap basic furniture for pieces that match your brand’s personality.
- Custom Flooring Overlays: Laying unique flooring, like timber-look vinyl, over the standard carpet can completely change the feel.
- Creative Lighting: Bring in your own lighting to create atmosphere and highlight your products.
These touches allow you to inject your brand's character without the cost and complexity of a full raw space build.
What Are The Biggest Hidden Costs With A Raw Space?
The biggest budget-killer with raw space is underestimating the 'on-costs' – essential services not included in the floor space price.
The expenses that most often surprise exhibitors are:
- Flooring: Expo halls are bare concrete, so you are required to install flooring.
- Electricals: This covers the main power feed, wiring, outlets, and safety testing for your lights and technology.
- Rigging: Hanging anything from the ceiling (signage, lighting) incurs a significant fee.
- Material Handling (Drayage): This is the fee for moving your stand components from the loading dock to your space and back out again.
- Waste Removal: You will be charged for rubbish removal during stand build and dismantle.
Actionable Advice: To avoid budget shocks, get a detailed, itemised quote from your stand builder that clearly lists all anticipated service costs to give you a true picture of your total investment.
Is Raw Space Always More Expensive?
Not always, but when you consider the total project cost, it usually is. The initial fee for bare floor space may seem cheaper per square metre, but that’s just the starting point.
Once you factor in design, construction, transport, flooring, electricals, rigging, and labour, the total investment for a raw space stand almost always exceeds that of a shell scheme of the same size.
However, for very large booths (over 100 square metres), the cost-per-square-metre for a custom build can become more efficient. More importantly, the brand impact and design freedom of raw space often provide a value that justifies the higher spend. It becomes a question of value and ROI for your specific goals, not just a simple cost comparison.
At UCON Exhibitions, we specialise in turning your brand’s vision into a powerful physical presence, whether that’s a completely custom raw space build or a cleverly maximised shell scheme. We’ll help you navigate every decision to make sure your stand delivers.
See how we can bring your vision to life at https://ucon.com.au.
