Fair & Exhibition

Fairs are high-intensity temporary cities: places where space, people, brands, and business need to work together within a concentrated timeframe. We work alongside venue owners, organisers, and exhibitors to design exhibition systems that are more legible, attractive, accessible, and capable of generating value.
We look at every project from multiple perspectives — strategic, operational, spatial, commercial, and narrative. This approach enables us to understand different needs and translate them into integrated solutions that are consistent with the overall event experience.

A fair is not simply the sum of its stands. It is a system of places, flows, and relationships: entrances, routes, thresholds, shared areas, spaces for visitors to linger and find their way around. We work on this system through analysis, strategy, design, exhibition design, and curation to improve visitors’ experience, strengthen exhibitors’ presence, and generate value across the entire exhibition ecosystem.

Curation means orchestrating the experience: defining themes, content, routes, formats, and activations that make spaces easier to understand, brands more recognisable, and the visit more meaningful. It is not just about physical space, but about creating an integrated experience — what visitors encounter, move through, interact with, and remember.

In an exhibition hall, the layout does more than determine where people walk: it influences what they see, how they find their way around, how long they stay, which stands they encounter, and how smooth or laborious the experience is. For this reason, Lombardini22 uses a data-driven approach that combines Space Syntax with neuroscience applied to architecture.
Space Syntax, a theory developed in the 1970s through the work of Bill Hillier, enables us to read space as a network of routes, connections, nodes, and visual fields, assessing whether a proposed geometry supports or obstructs the natural movement of people.