The Trade Group’s Alfa Trade Show Displays Deliver High-End Design at an Affordable Price

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The Trade Group’s new Alfa line of trade show exhibits and counters is an economical solution for the event marketer looking to upgrade from a traditional pop-up display. Extensive customization options help ensure a one-of-a-kind look.

Alfa line of exhibits
"With the Alfa line, it was our goal to expand the options available to clients, while keeping costs down," says Chris Stone, president and founder of The Trade Group.

According to Chris Stone, president and founder of The Trade Group, “Trade show and event marketers are continually asked to do more with less. For some organizations, shrinking budgets also limit their exhibit design and customization options. With the Alfa line, it was our goal to expand the options available to clients, while keeping costs down.”

In addition, Stone wanted to maintain quality, feature current exhibit design trends and offer the upscale look most clients prefer.

The Trade Group’s Christina Moore, senior product designer, and Mike Latva, production manager – new product development, worked together to create the new Alfa line of portable trade show displays.

The design team decided to feature fabric graphic murals as a key component of the new line, because fabric offers endless customization options and simplifies set up.

As Moore explains, “On all five Alfa configurations, the back wall mural is composed of a seamless, fabric graphic. Using fabric eliminates the need for heavy supports and framing for the wall, which reduces the number of parts needed and set-up time.”

The Alfa line also features energy efficient LED lighting. “In the Alfa 2, 3 and 5 configurations, we included LED light bars to provide a light wash to evenly illuminate the fabric graphics. Configurations 1 and 4 use surface mount LED down lighting to provide the appearance of recessed lighting, which gives the custom feel of a down-lit soffit, while remaining lightweight,” Moore says.

Since the team’s goal was to give customers more options, each of the five configurations includes a different header design. A variety of wood finished and thermoformed laminate headers are available, which provide the appearance of a high-end, custom-built exhibit.

Another customizable feature is the fins that extend from either side of the Alfa displays. “The fins come in a variety of shapes that can be swapped in and out depending on the client’s design goals. They can also be switched out to address changing needs as the client moves from show to show,” says Latva.

Clients can also choose from different substrates for the fins, such as PVC and frosted acrylic. The Trade Group can print on the substrates, which provides even more opportunities to customize the fins.

According to Moore, “With the Alfa line, the client can choose from a variety of booth building materials, swap fins in and out and even purchase multiple fabric murals. This makes it easy for the client to build and adapt their booth to the style they want.”

Along with accessories like monitor mounts, shelving and demo counters, Moore and Latva also created a series of customizable trade show counters to complement the Alfa line. The counters can be routed with a custom logo and PVC graphics can be easily updated as needed.

Last but not least, the team simplified shipping and storage with the new line. As Latva explains, “Alfa displays are easy to ship and store in one molded container. The containers also meet standard shipping requirements for both UPS and FedEx, which takes the guesswork out of shipping and associated costs.”

To learn more about the Alfa line of portable trade show displays and complementary Alfa counters, offered exclusively by The Trade Group, call 800-343-2005.

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Stephanie Cross
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