What Expoformer does

Expoformer AG is a Swiss trade fair construction company headquartered in Embrach, with a production center in Wetzikon, operating as a wholly-owned subsidiary of Messerli Group AG since 2007. The company provides end-to-end trade show booth services for B2B clients: design and conception, custom and modular booth construction (ranging from compact self-assembly units to turnkey builds with logistics and on-site support), display system rentals (LEDup, Contour, PixlipGo, Roll-ups, Pop-ups), large-format print production, gamification, digital signage, video production, and hybrid event capabilities. Its core technology stack combines proprietary physical products (LEDmotion/BIGmotion mobile LED video walls, Quickmodul magnetic honeycomb counters, Aluvision aluminum systems, Flextile textile walls) with digital tools including a WebGL 3D stand configurator and an AI-powered stand designer, plus an in-house Game Lab for custom Unity-based gamification.

The business serves a horizontally segmented customer base spanning enterprise clients (BlackRock, AbbVie, SAP, Huawei, Schroders, Delaval, AMAG, Spital Thurgau, University of Zurich) and SMB/mid-market buyers, with no single industry vertical dominant. Its 1,000+ m² Showcenter in Embrach, described as unique in Europe, consolidates over 50 supplier brands and functions as the primary sales conversion environment. Revenue is generated through one-time project fees for custom and modular builds (CHF 5,000-250,000+ per project depending on size), usage-based rental fees for display systems and LED walls, professional services for gamification and activation, and hardware sales of advertising displays. Quote-based pricing applies to custom projects, while modular systems are recommended for clients running 3+ events per year to drive recurring purchase relationships. Distribution is anchored in direct enterprise field sales supplemented by a self-serve online configurator layer.

Operating geographies are primarily Switzerland, though the Showcenter is marketed as Europe's largest selection and individual projects have been executed in Germany (Mikron Tool at AMB Stuttgart). The company achieved ISO 20121 sustainability certification in February 2026 and consolidated its production footprint with Messerli Group during 2020 to form a unified competence center. Expoformer employs approximately 30 staff across design, CAD, interaction design, video production, advertising technology, warehouse, and project management functions.

Name

Expoformer

Legal name

EXPOFORMER AG

Website

https://expoformer.ch

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Expoformer AG is a Swiss trade show construction company offering custom and modular booth design, rental display systems, gamification, video production, and AI-assisted stand design tools, serving enterprise and mid-market clients across diverse industries.

Ownership category

akta.pro rank

Product category

Trade Show & Exhibition Services

NAICS

Showcase, Partition, Shelving, and Locker Manufacturing (337215), Industrial Design Services (541420), Indoor and Outdoor Display Advertising (54185)

SIC

Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540), Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

akta.pro secondary industries

Lighting, LED Walls & Digital Signage for Booths (THAHAHAI), Exhibitions, Trade Shows & Booth Management (HSACADAH), Virtual Expo & 3D Booth Solutions (Show Floors, Digital Booths, Product Demos) (THAHAOAE)

Keywords

• Trade show construction
• Exhibition booth design
• Modular display systems
• Mobile LED video walls
• Event gamification services

Headquarters

HQ city

Bülach

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Trade Show Booth Construction (Custom and Modular): One-time project fees for the design, production, and execution of custom or modular trade show booths. Includes consultation, visualization, materials, transport, assembly, and dismantling. Pricing is quote-based and varies significantly by size and complexity.
2. Rental of Modular Display Systems: Rental of modular exhibition stand systems, advertising displays (LEDup, Roll-ups, Pop-up, Contour, etc.), LED walls, and event furniture. Renting is recommended for single or irregular participation. Purchase recommended for 3+ events per year.
3. Activation and Gamification Services: Design and programming of interactive exhibition games, digital signage CMS, touch screen software, AR/VR experiences, augmented reality applications, and digital lead systems. Often bundled with booth projects.
4. Advertising Displays and Print Graphics: Sale of advertising displays, large-format graphics, signage, and printed materials. Over 1,000 m² of production space for roll printing, flatbed printing, lamination, and CNC cutting.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Expoformer AG designs, produces, and executes trade show booths, modular exhibition stands, and live marketing solutions for Swiss and European enterprises. Offerings span custom and modular Messestände, rental and sale of advertising display systems (LEDup, Roll-ups, Pop-up, Contour, LINEup, PixlipGo, Zipperwall, Bannerbow), mobile LED video walls (LEDmotion, BIGmotion), the proprietary Quickmodul counter system, and Aluvision aluminum construction. Services include gamification via an in-house Game Lab, AI-powered and 3D stand design tools, digital signage CMS, touchscreen software, AR/VR experiences, and an in-house video production studio, with logistics, assembly, and on-site support handled end to end.

Product overview

EXPOFORMER is a Swiss trade show and event production company offering a comprehensive portfolio of booth construction, rental solutions, and digital activation services. The core offering centers on Messestand (trade show booth construction and rental) and Werbedisplays (advertising display systems including LEDup, Contour, Roll-ups, and Pop-up displays). Key digital products include the KI-Messestand-Designer (AI-powered design tool), Messestand-Konfigurator (3D configurator), LEDmotion Videowand/BIGmotion (LED video walls), and Messespiele/Gamification (custom game development). The company operates a 1,000+ m² Showcenter in Embrach and a production center in Wetzikon, providing end-to-end services from design and conception through production and logistics under the Messerli Group umbrella.

Differentiator

Problem solved

Functional benefit

Brands

• LEDmotion: LED video wall system for trade shows and events
• LEDup
• Contour
• Aluvision
• Panoramic
• Flextile
• Quickmodul
• BIGmotion

Products and services

• Messebau (Trade Show Booth Construction) Full-service trade show booth construction, including custom and modular builds, for enterprise clients. Includes design, fabrication, logistics, on-site assembly, and dismantling.
• Messestand (Trade Show Booth) Custom and modular Messestände available for purchase or rental, ranging from compact self-assembly booths to large turnkey exhibition builds with logistics and on-site support.
• LEDup Display System Modular LED-illuminated display system used as an illuminated advertising display at trade shows and events.
• Contour Mobile Exhibition System Mobile trade show booth system designed for easy assembly and transport with an integrated packaging solution.
• LEDmotion Mobile LED Video Wall Modular mobile LED video wall system available as a single element or scalable video wall for trade shows, congresses, and gamification activations.
• BIGmotion LED Screen Large-format HD LED screen (200 cm wide) designed for integration into trade show walls for high-impact visual displays.
• Aluvision Aluminum Trade Show System Aluminum-based modular exhibition construction system used for trade show booths.
• Quickmodul Modular Counter System Proprietary modular counter system with a cardboard honeycomb core that is 50% lighter than MDF, featuring magnetic tool-free assembly, available in 50 cm and 100 cm widths.
• KI-Messestand-Designer (AI Stand Designer) AI-powered design tool on messestand.ch that generates four trade show booth proposals in under 10 minutes based on industry, objectives, size, stand type, style, and budget inputs.
• 3D Messestand-Konfigurator (Stand Editor) WebGL-based 3D online tool that lets users visualize and plan trade show booths using Expoformer's available modules on a defined floor area.
• Messespiele (Gamification Service) Custom game development and gamification service in Expoformer's Game Lab, including memory games, slot machines, logo games, escape rooms, quizzes, and touchless gamification for trade show visitor activation.
• Design und Konzeption Design and concept services for trade show booths, including storytelling, brand experience design, and employer branding strategy.
• Roadshow und Promotion Mobile marketing and promotional event services including roadshows, modular mobile stands, LED video walls, and event activation across multiple locations.
• Digital Signage CMS Content management system for digital signage used for digital activation and display management at trade shows and events.
• Video Production Service Professional video production for trade shows, congresses, events, pitches, and social media, including storyboard creation, studio and on-location filming, editing, animation, and post-production.
• Showcenter Embrach (Experience Center) Over 1,000 m² Experience Center in Embrach where customers can experience trade show materials, lighting effects, and system solutions in person before purchase.

Quantifiable outcome

• Modular stands can be 30–50% cheaper than custom builds
• +3 more outcomes

Named customers26 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature7 records

Partnerships

One partnership is on record.

• Messerli Group AGflagship / coreStrategic or Co-development Partner · 1 January 2007Since 2007, EXPOFORMER AG has been 100% owned by Messerli Group AG. The merger has been described as the best decision in the company's history. EXPOFORMER operates as part of the Messerli Group, drawing on shared resources including additional building systems, furniture programs, and an extensive event decoration fundus. Interdisciplinary project teams are regularly formed across sister companies for complex client projects, creating a one-stop-shop for live communication. The Messerli Group encompasses sister companies including Furrer Events, Angelini Design, Fabrikatur, Hunziker, Konform, Live Lab, Mediarent, Messerli, Zaak, Hofstetter, and ScreenPro.

Scale indicators7 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Expotechnik Group: German-based specialist in modular and custom booth construction with a strong focus on engineered display systems and reusable modular kits. Closely comparable to EXPOFORMER's modular construction (Aluvision, LEDup) and rental business.
• Nüssli Group: Swiss-based provider of modular and custom event and exhibition construction with international operations. Highly comparable to EXPOFORMER in booth design, modular systems, and event infrastructure, and is the most direct Swiss peer in booth construction.
• Gahrens + Battermann: German event technology and media systems provider with booth construction, LED video walls, and event production. Comparable to EXPOFORMER's LEDmotion/BIGmotion mobile LED walls and integrated event production capability.
• Atelier Damböck: German full-service booth builder and event constructor offering custom and modular booth design, production, and on-site execution. Comparable to EXPOFORMER's turnkey booth construction and event production service.
• Live Lab: Sister company within Messerli Group focused on live communication, event production, and experiential marketing. Comparable as a directly affiliated peer offering adjacent live event services that bundle with EXPOFORMER's booth offerings.
• Concept International: German booth builder providing custom and modular trade fair stands, design, and project management. Comparable to EXPOFORMER's custom booth construction, modular systems, and enterprise client focus.
• Hoffmann + Beck GmbH: German trade show booth builder offering custom and modular construction, design, and project management. Comparable to EXPOFORMER's end-to-end custom booth design/build service for enterprise clients.

Broad incumbents

• MCH Group: Swiss-listed exhibition and event organizer operating Messe Basel, Messe Zürich, and Art Basel. Comparable as the dominant Swiss incumbent in the broader trade show ecosystem in which EXPOFORMER's clients exhibit.
• GL Events: Large French global event services group offering venues, exhibition organization, booth construction, and event equipment. Comparable as a broader incumbent offering booth construction within a much wider portfolio of live event services.
• Koelnmesse: One of the world's largest trade fair organizers, operating major venues and proprietary events in Cologne. Comparable as a broad incumbent that anchors the European trade show ecosystem in which booth builders like EXPOFORMER serve exhibitors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/expoformer
• Facebookfacebook.com/EXPOformer
• LinkedInlinkedin.com/company/expoformer-ag

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Expoformer