Introduction: Light Is the First Thing a Visitor Notices Walk into any exhibition hall and close your eyes for a second. Now open them. What pulls your attention first? Not the graphics. Not the logo. Not even the product. It is the glow. In a hall with two hundred competing stands, the...

Walk down any exhibition hall aisle and you'll notice something interesting: out of hundreds of stalls competing for attention, only a handful actually stop visitors in their tracks. The rest blend into the background, no matter how much money went into building them. So what separates a stall that converts foot...