Brief your stand company at least 8–12 weeks before your show — longer if your build is large, technical, or your venue is unusually busy. That window gives enough time for design, revisions, graphics production and logistics without everything becoming a rush in the final fortnight, which is when avoidable mistakes creep in.
Why 8–12 Weeks Is the Baseline
Within that window there's realistic time for a first concept, at least one round of revisions, graphics production, and logistics planning — without any single stage being compressed to the point of risk. Book later than this and something usually gives: fewer revision rounds, rushed graphics proofing, or a scramble on delivery logistics.
When You Need Longer Than 8–12 Weeks
Larger or more technical builds — double-deck structures, integrated AV, custom fabrication — need more design and production time, so push toward 12–16 weeks. Busy venues like the NEC Birmingham or ExCeL London book contractor capacity and loading slots well in advance, so leaving it late narrows your options for both design revisions and your preferred build slot. If your show falls during a venue's peak period, when multiple major exhibitions run close together, book earlier still.
What Happens If You Book Late
A late brief doesn't necessarily mean no stand — most stand companies can still deliver on a compressed timeline — but it usually means fewer design revisions, less room to negotiate on cost, and less flexibility if something needs to change close to the show. Shell scheme dressing is generally more forgiving of a tight timeline than a full space-only build.
How to Use the Time Well
Booking early only helps if you actually use the time — have your brief ready (see our guide to briefing a stand designer) rather than booking a slot and figuring out the details later. The earlier your brief is genuinely complete, the more of that 8–12 week window goes toward getting the design right rather than chasing missing information.
Frequently Asked Questions
How many weeks before a show should I book my stand?
At least 8–12 weeks as a baseline, more for larger or technical builds, and more again if your venue is particularly busy around your show dates.
Can I still get a stand if I've left it late?
Often, yes, but expect fewer design revisions and less flexibility — shell scheme dressing generally accommodates a tight timeline better than a full space-only build.
Does the venue affect how early I need to book?
Yes — busy venues book contractor capacity and loading slots well in advance, so a venue like the NEC or ExCeL typically needs more lead time than a quieter regional show.
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