Excel London is one of the UK’s largest and most influential exhibition venues, hosting hundreds of trade shows, consumer events and conferences every year. Exhibiting here gives brands access to a diverse, high‑value audience - but competition is strong, and success relies on preparation, strategic stand design and effective engagement. This guide provides exhibitors with essential tips and best practices to ensure their presence at Excel London is professional, memorable and results‑driven.
Understanding Excel London as a Venue
Located in the Royal Docks, Excel London offers more than 100,000 sqm of exhibition space across two main halls. The venue attracts international audiences and is known for hosting large‑scale industry shows, making it an ideal platform for UK brands wanting to increase visibility and credibility.
Know the Hall Layouts
Familiarity with the floor plans helps exhibitors plan stand position, storage requirements and visitor flow. Knowing where entrances, main walkways and feature areas are located can influence how visitors interact with your stand.
For maps, technical guides and event‑specific hall details, explore Excel London’s official floorplan resources.
Preparing for Your Exhibition at Excel London
Preparation is key to a smooth and successful exhibiting experience. Excel provides extensive exhibitor support, but planning early helps avoid last‑minute challenges.
Review the Exhibitor Manual
Each event provides an exhibitor manual containing rules, deadlines, stand regulations, build‑up schedules and health and safety requirements. Reviewing this early prevents compliance issues and unnecessary costs.
Book Services in Advance
Electrical services, internet access, rigging, water supply and waste management must often be booked ahead of time. Last‑minute requests may not be accommodated.
Plan Transport and Access
Excel operates a structured unloading and loading system. Exhibitors should confirm vehicle access, time slots and location points well in advance to avoid delays.
Designing an Effective Stand for Excel London
With large crowds and extensive competition, your stand must stand out visually and communicate your brand clearly. Design plays a major role in attracting footfall and ensuring a positive visitor experience.
Use LED Lightboxes for Visual Impact
The scale of Excel’s halls means strong lighting is essential. LED lightboxes create bright, high‑contrast displays that remain visible from busy walkways, helping your brand stand out in a competitive environment.
Prioritise Open, Accessible Layouts
Avoid blocking entry points with furniture or banners. Excel events often attract high visitor numbers, so movement flow is crucial. An open layout encourages visitors to step inside and engage naturally.
Use Messaging That Is Clear and Benefit‑Led
With visitors constantly moving, your core message should be instantly recognisable. Use short, bold statements that communicate your value quickly and effectively.
Engaging Visitors Effectively
The success of your exhibition depends not only on visual appeal but also on visitor interaction. Every engagement should feel meaningful and structured.
Train Your Team Thoroughly
Your staff should be confident, proactive and well‑versed in your key messaging. They should greet visitors warmly, remain attentive and avoid standing passively behind counters.
Use Interactive Elements
Touchscreens, demos, samples, VR displays or live presentations help create memorable interactions. Visitors are more likely to spend time at stands that offer hands‑on or immersive experiences.
Incorporate Lead Capture Tools
Use QR codes, digital scanners or short online forms to collect visitor information efficiently. Digital lead capture also simplifies post‑event follow‑up.
Marketing Before and During the Event
Pre‑event marketing helps boost footfall, while live event activity increases engagement and visibility.
Promote Your Stand on Social Media
Share your stand number, highlight special attractions and encourage your audience to visit. Paid ads can extend reach to targeted industry groups.
Collaborate With Organisers
Event organisers often offer promotional support, including website listings, social media mentions and newsletter features.
You can view available promotional services through Excel London’s exhibitor marketing options.
On‑the‑Day Essentials
Arrive Early
Arriving early allows time for last‑minute adjustments, testing equipment and briefing your team.
Test Lighting and Digital Displays
Ensure all screens, lightboxes and interactive elements are functioning perfectly before visitors enter.
Keep the Stand Clean and Presentable
A tidy, organised stand improves brand perception and encourages more meaningful engagement.
Conclusion
Exhibiting at Excel London offers exceptional opportunities for visibility, networking and commercial growth. With the right planning, stand design and engagement strategy, your presence can stand out in a highly competitive environment. By following these best practices, UK exhibitors can maximise impact, improve visitor engagement and achieve stronger results at one of the country’s most prestigious venues.