GES
JEC World 2027 Exhibitor Store · Shopify Plus
Platform
The challenge
The store needed to serve two fundamentally different exhibitor types — shell scheme and space-only — with distinct product paths, stand packages, and ordering requirements within one cohesive experience. With hard order deadlines (Early Bird: July 10, 2026; Final deadline: August 10, 2026) and a high-stakes international event context, critical dates had to be communicated clearly without creating friction. Exhibitors historically coordinated stand design, furniture hire, graphics, electrics, logistics, and compliance paperwork across multiple touchpoints — consolidating all of this into a single digital store was a significant structural and UX challenge. As a global show, the store required multi-currency and multilingual support with overseas logistics and customs considerations, while GES's commitment to sustainable stand solutions and venue-specific compliance requirements needed to be embedded throughout — not bolted on.
Our solution
We built a structured, event-branded Shopify store that guides exhibitors through the full stand-planning journey from a single hub. The store is organised around clear exhibitor pathways — Shell Scheme and Space Only — each with their own navigation and product collections, so users are never shown irrelevant products. "Show Ready" stand packages (The Originals and The Edit) were introduced as a streamlined route for space-only exhibitors seeking maximum impact with minimum complexity. An Essentials section handles the non-product side of the exhibitor journey — logistics, compliance forms, key dates, and direct access to the GES team — creating a genuinely end-to-end service platform.
Key features delivered.
Exhibitors needed one place to plan their entire stand — not a patchwork of emails, forms, and separate orders. On The Road built a store that guides them through every step, keeps deadlines front and centre, and lets our team step in when they need help.
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