Winter is one of the most demanding periods for outdoor and large format exhibitions.
Frost, moisture, wind, temperature fluctuations and intensive use quickly expose solutions that looked good only at the visualisation stage.

In such conditions, it becomes clear that the effectiveness of an exhibition is determined not only by graphic design, but by material quality, print technology and the way the entire system is prepared.

Harsh conditions reveal weak decisions

In theory, every project “works”.
In practice, only those designed with real operating conditions in mind do.

The most common issues that appear in winter include:

  • material deformation at low temperatures,
  • loss of tension in exhibition systems,
  • reduced colour quality and graphic readability,
  • difficulties with on-site installation and dismantling,
  • shortened lifespan of exhibition elements.

Many of these issues result not from production itself, but from decisions made too late or without considering the conditions in which the exhibition will be used.

Design is a process, not a one-off execution

More and more brands and agencies are changing their approach to large format projects.
Instead of asking only “how should it look?”, the question becomes:
“how should it work and for how long?”

This shifts the design process:

  • materials are selected with durability and repeatability in mind,
  • print technology is adapted to the exhibition environment,
  • systems are designed for easy installation, transport and reuse.

As a result, the exhibition stops being a cost for one season and becomes a brand communication tool that can be used repeatedly.

Large format that has to prove itself

Winter conditions are a real test for the entire process:

  • from material decisions,
  • through print and finishing technology,
  • to logistics and installation planning.

It is in these situations that the importance of:

  • material stability,
  • production repeatability,
  • execution precision,
  • and overall process consistency from design to delivery
    becomes evident.

A well-designed exhibition system maintains its performance despite changing conditions, allowing the brand to remain visually consistent regardless of location or season.

Why are we talking about this now?

Large format in challenging conditions is one of the key topics in industry discussions this season, especially in the context of outdoor exhibitions, open-air events and trade fairs.

This is why we are also addressing this topic in the context of Sign, Print & Promotion Finlandia, a place where conversations about large format naturally focus on durability, material selection and how exhibition solutions perform in winter conditions.

It is a good moment to look at large format not only through aesthetics, but primarily through functionality, durability and a process-driven approach.

Winter does not forgive shortcuts.

But for well-designed exhibitions, it is the strongest proof of quality.

Because in large format, as in sport, form truly matters when it must be maintained under challenging conditions, not only at the start.

Sign, Print & Promotion, Finlandia 2026

Messukeskus Helsinki
Hall 2, Stand 1H26
11–12 March 2026