Analysis of current trends in the individual construction of exhibition stands in St. Petersburg: innovative approaches and technologies

Exhibition stand construction plays a key role at exhibitions and forums. It includes all the marketing functionality, starting from posting information about the exhibited products to attracting a potential client of the company. The exhibitors are interested in developing and introducing innovations into the exhibition building in order to attract more customers, enhance the brand image, as well as stimulate competitiveness in the industry market. The article is devoted to the analysis of modern trends in the individual construction of exhibition stands. Innovative approaches to the creation of personalized, interactive exhibition stands are considered.