How to choose between a shell scheme, modular or custom stand

The real difference between these three is who owns the walls. A shell scheme is a set of walls the show's stand contractor builds for you as part of your stand package. A modular stand is your own reusable system that you put up show after show. A custom stand is designed and built for your brand, usually on a bare "space only" site.

Which one suits you comes down to how you've booked your space, how many shows you do a year and how long you have. This page compares the three side by side. For a broader comparison that includes portable kits, see exhibition display stands compared.

The three options side by side

Shell scheme: what you get

A shell scheme is the quickest way to have a stand. At Sydney Build 2025, held at ICC Sydney, the package included walls on the sides not open to the aisles, lighting, power, a name board and carpet, plus a trestle table and two chairs unless you opted out. The walls were 2.5 m high, and the only compulsory form for shell scheme exhibitors was the fascia and signage confirmation. For a full list of what's usually included and what isn't, see what's included in a shell scheme stand.

The trade-off is that every shell scheme starts as the same white box as the stands either side, and you work to the contractor's rules. At Sydney Build, shell scheme exhibitors were charged "for any damages through inappropriate fixings, painted panels etc.", and their stands weren't ready until 8 am on the day after space-only exhibitors started building.

Most brands dress a shell scheme in two ways:

• Printed wall graphics sized to the panels, so the white walls carry your artwork. See our exhibition wall graphics.
• A free-standing wall in front of the panels. Most of our portable display walls are 2.25 m high, so they sit inside a standard 2.5 m shell scheme against the back or side walls.

Modular: reuse and reconfigure

A modular stand is a set of walls and parts you own and rebuild in different shapes. You can stand it inside a shell scheme or use it to build a stand on a space-only site.

• SuperWall expo stand kit. Three fabric walls on aluminium frames that enclose a 3 m x 3 m stand. Each 3 m wall is 12 kg packed in its bag, and one person can have a frame up in five minutes or less. It starts from $5,551.80 plus GST and freight, with a production lead time of 1.5 weeks.
• Exhibition Brandframe. Aluminium frames with silicone-edge fabric graphics, made to any size, with sections you add or remove for different spaces. It can take a roof, a wall with a locking door or a curved section. The lead time is 2 weeks, and we quote it to your design.

Only the fabric is printed, so a new campaign usually means new skins on the same frames. As a guide, a modular system can last 5 to 10 years, while printed graphics typically last 1 to 3 years before they show wear.

Custom builds

A custom exhibition stand is designed from scratch for your brand and your floor space. We design it in 3D so you can see it from every angle on screen before anything is made, build it in-house, and assemble and check every stand before it leaves us. Freight, installation and bump-out are included in the quote anywhere in Australia.

Custom stands usually go on space-only sites, and venues check them first. Here's what the venue documents say:

• ICC Sydney: "All custom stand plans require approval from ICC Sydney prior to construction." In the lower exhibition halls, structures must not exceed 5 m in height (ICC Sydney Exhibition Manual, December 2023).
• Brisbane Convention and Exhibition Centre: "All structures over 2.5 metres in height, where persons either staff or guests gather must be certified by an engineer" (Event Safety and Design Guidelines, version 6, 25 May 2026).
• Sydney Build 2025: a space-only site included no stand fitting, walling, lighting or floor coverings, and every space-only stand had to submit plans for approval.

We design to each venue's rules, such as height limits and rigging, from the first concept.

Cost per show over a season

The fairest comparison is the cost per show. Take the stand's cost, divide by the shows you'll use it for, then add what each show costs to run.

As an example with a published price: a SuperWall expo stand kit at $5,551.80 used at four shows works out at $5,551.80 ÷ 4 = $1,387.95 per show for the walls. Over eight shows it's $5,551.80 ÷ 8 = $693.98 per show. GST, freight, storage, new graphics and your space booking come on top.

Custom stands are quoted per job, so ask us to price yours over the number of shows you plan to use it for. A shell scheme package is paid every time. If you exhibit only once, exhibition stand hire means a complete stand for the show that you hand back afterwards, so there's nothing to store.

Lead times and storage

• Shell scheme graphics: our wall-mounted graphics take 1.5 weeks from order and print-ready artwork. Check your show's own deadline for fascia and contractor orders too.
• Modular: SuperWall takes 1.5 weeks and Exhibition Brandframe 2 weeks. SuperWall packs into carry bags; Brandframe breaks down into component pieces, with road cases or carry cases on request.
• Custom: allow 6 to 8 weeks between signing off the brief and the show. Roughly two weeks go on concept and 3D renders and three to four on making the stand and graphics, before freight and install. Give us your show date when you brief us. Between shows we can store it and prepare it for the next one, with any changes made.

Which option suits your situation?

• Your first show, or a one-off: book the shell scheme and dress it with wall graphics or hire walls. Little to buy and nothing to store.
• Several shows a year at different sizes: go modular. One set of frames, new skins when the message changes.
• A flagship show, a space-only site or an island stand: go custom, and brief us at least 6 to 8 weeks out.
• A mix: you can own a modular kit for smaller shows and build custom for your main one.

Not sure which fits your season? Send us your show list, floor plans and dates, or call 1300 240 250, and we'll compare the options for you.