Heilmaier Exhibition Design
Heilmaier Exhibition Design is a German full-service exhibition stand design and construction firm (founded 1946, Munich/Sauerlach) serving industrial and B2B enterprise clients at major international trade fairs, with reusable sustainable booth systems, a Shanghai office, and an international partner network.
- Company typePrivate
- Founded1946
- HeadquartersSauerlach, Germany
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Heilmaier Exhibition Design does
Heilmaier Exhibition Design (legal name Heilmaier GmbH Messedesign) is a German private limited company founded in 1946 and headquartered in Sauerlach bei München, with a secondary office in Shanghai. The firm provides full-service exhibition stand design and construction for enterprise clients, spanning conception, design, physical construction, digital exhibition elements, and showroom design. Its core technology is custom booth fabrication with an emphasis on sustainable, modular, reusable exhibition systems (e.g., Aluvision) and certified Better Stands frameworks. Named product lines include ProMoBox and ProMo Loft mobile product presentation systems.
The company serves primarily industrial and B2B enterprise clients across at least 15 verticals — including automotive, machinery, electronics, logistics, sanitary, and packaging — with project sizes ranging from 30 m² to 1,350 m². Notable customers include Michelin, KARL MAYER Group, FASSI, PFEIFER, NCAB Group, Neutrik, Enilive, Ermewa, ACCRETECH Europe, Otto Hofstetter AG, and Hamberger Sanitary, with multi-event repeat engagements across major trade fairs (BAUMA, ISH, electronica, Euroguss, drinktec, transport logistic). Delivery is project-based and quote-driven, with pricing tied to booth size, design complexity, digital integration, and sustainability certification tiers.
Heilmaier operates through direct enterprise sales and an international partner network that enables worldwide project execution (USA partners include Benchmark Exhibits and Marquis Exhibits). The core creative team of approximately 20 designers, architects and engineers is led by Managing Director Thorsten Hörner and Authorized Officer Petra Hörner. The firm is independently owned with no parent company or external institutional investors disclosed, and is a first-wave member of the Better Stands Initiative and a participant in IFES (International Federation of Exhibition and Event Services), where Thorsten Hörner serves as Vice Chairman of the fwd Landesvertretung Bayern.
Heilmaier Exhibition Design firmographics
Firmographics- Name
- Heilmaier Exhibition Design
- Legal name
- Heilmaier GmbH Messedesign
- Website
- https://messedesign.de
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Heilmaier Exhibition Design is a German full-service exhibition stand design and construction firm (founded 1946, Munich/Sauerlach) serving industrial and B2B enterprise clients at major international trade fairs, with reusable sustainable booth systems, a Shanghai office, and an international partner network.
- Ownership category
- akta.pro rank
Heilmaier Exhibition Design industry classification
Industry- Product category
- Exhibition Stand Design and Construction Services
- NAICS
- Indoor and Outdoor Display Advertising (541850)
- SIC
- Miscellaneous Furniture & Fixtures (2590)
- akta.pro primary industry
- Trade Shows & Exhibitions (Booths, Show Management) (BPAFAGAD)
- akta.pro secondary industries
- Modular & Portable Display Systems (Pop-Ups, Tension Fabric, Kits) (THAHAHAC), Exhibitions, Trade Shows & Booth Management (HSACADAH)
Keywords
Where Heilmaier Exhibition Design is headquartered
LocationHeadquarters
- HQ city
- Sauerlach
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Heilmaier Exhibition Design business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Exhibition Stand Design and Construction: Full-service exhibition stand design and construction from individual concepts to turnkey completion. Services include conception, design, construction, digital exhibition elements, and sustainable exhibition solutions. Projects range from small booth designs to large-scale 1000+ m² exhibition spaces.
- Showroom Design: Design and construction of showrooms on client premises, creating experiential spaces with industrial style aesthetics
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom exhibition stand design and construction - pricing based on project specifications |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels8 records
Heilmaier Exhibition Design product offering
Product offeringCore offering
Heilmaier Exhibition Design provides full-service trade fair and exhibition stand design and construction for B2B enterprise clients, covering conception, design, physical construction, digital exhibition elements, and showroom build-outs. The company delivers custom-built, sustainable, and reusable exhibition booths ranging from small 30 m² stands to large 1,350 m² international exhibition spaces, executed through its Munich headquarters, Shanghai office, and international partner network.
Product overview
Heilmaier Exhibition Design (Heilmaier GmbH Messedesign) is an exhibition stand construction and design company headquartered in Sauerlach near Munich, Germany with an additional office in Shanghai. The company operates a single unified service offering centered on exhibition stand design and construction, combining conception, design, construction, digital exhibition solutions, and showroom design as integrated service modules. The core portfolio includes physical exhibition stand construction with reusable and sustainable solutions, complemented by digital exhibition offerings such as digital product presentations and digital exhibition stands. Notable named products include the ProMoBox and ProMo Loft mobile product presentation systems. Services span from individual exhibition booth design to comprehensive international trade show project management across their global partner network.
Differentiator
Problem solved
Functional benefit
Brands
- ProMoBox: Mobile product presentation solution for exhibition stands
- ProMo Loft
Products and services
- Exhibition Stand Construction Design and construction of custom exhibition stands for trade shows and events, including sustainable and reusable booth solutions for enterprise B2B clients.
- Exhibition Design Creative concept development and visual design for exhibition appearances, translating brand identity into sensory experiences for B2B enterprise clients.
- Exhibition Conception Strategic planning and conceptual development for exhibition projects, including brand positioning, messaging, and individual needs-based development for trade fair appearances.
- Exhibition Digital Digital exhibition solutions including digital product presentations and digital exhibition stands for hybrid or virtual trade show experiences.
- Showroom Design Design and construction of showrooms on client premises, creating branded experiential spaces with industrial style aesthetics.
- ProMoBox Mobile product presentation solution designed for flexible use at both large and small scale exhibition spaces.
- ProMo Loft Mobile product presentation stand that delivers impact on both large and small scale exhibition areas.
- International Exhibition Services Worldwide planning and implementation of exhibition projects through Heilmaier's international partner network for cross-border execution.
- Outdoor Exhibition Areas Outdoor exhibition stand design and construction, including tent structures and terrace installations for major trade fairs such as BAUMA.
- Special Event Design Special event design and execution including outdoor areas and temporary installations beyond standard trade fair booth construction.
Quantifiable outcome
- Record of 8 stand handovers within 3 days
- +2 more outcomes
Companies that use Heilmaier Exhibition Design
Customer profileNamed customers26 records
Segments3 records
Ideal customer profiles3 records
Heilmaier Exhibition Design technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Heilmaier Exhibition Design partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Benchmark ExhibitscoreUS-based exhibition company partnership for international exhibition projects. Collaborated on Interschutz 2022 project supporting US companies Task Force Tips and Amkus Rescue Systems with 240 m² exhibition stand delivery.
- Marquis ExhibitsminorUS-American exhibition partner for Business Travel Show London 2022 project with HRS hotel booking portal. Partner for US market exhibition project support.
- IFES (International Federation of Exhibition and Event Services)coreInternational federation membership. Managing Director Thorsten Hörner and Prokurist Petra Hörner participated in IFES study trip to Expo 2025 Osaka, demonstrating commitment to international industry leadership and knowledge exchange.
- Yellow (Creative Agency Basel)minorCreative agency partnership for Otto Hofstetter AG drinktec 2022 project. Collaboration with Yellow for creative concepts combining Swiss craftsmanship themes with exhibition design.
- Ladenbau StrackeminorShop fitting partner for Enilive UNITI Expo 2024 project, combining exhibition design expertise with interior fitting capabilities.
- Better Stands InitiativecoreInternational initiative promoting reusable exhibition stands. Heilmaier is part of first wave of member companies. Better Stands framework certifies stands as Bronze, Silver, or Gold for sustainability.
- Concept & Design Martin SextlminorDesign partnership for KARL MAYER Group ITMA 2023 project (1350 m²). Martin Sextl provided concept and design, Heilmaier handled implementation and construction.
- Studio Loske (Photography)minorPhotography partner for documenting exhibition projects, with photographer credited on multiple project pages including BAUMA 2025 projects.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Heilmaier Exhibition Design competitors and assessment
Company assessmentDirect peers
- Gahrens + Battermann: German event technology and exhibition services company covering AV, lighting and stand construction for trade fairs and corporate events. Comparable in project scope, German market focus, and enterprise customer base.
- Lang AG: German provider of exhibition, event and media technology including LED walls, AV and stand infrastructure for trade fairs. Comparable in serving enterprise exhibitors at major German trade fairs with technical/visual production services.
- Studio Bachmannkern: German creative agency specializing in exhibition, event and brand architecture design. Direct peer competing for the same enterprise trade-fair design and build mandates, with a similar emphasis on brand translation into spatial experiences.
- mac Messebau: German full-service exhibition stand builder offering design, conception and construction for trade fairs across Europe. Direct peer in booth design/build with comparable enterprise client focus and project scale.
Others
- Messe Frankfurt: Global trade fair organizer operating flagship events such as Ambiente, Light+Building and Texcare. Adjacent player: organizer of many shows served by Heilmaier's enterprise clients, and shaper of sustainability mandates affecting booth design procurement.
- Aluvision: Belgian manufacturer of modular aluminum display and exhibition systems (the same Aluvision framework referenced by Heilmaier). Listed as an ecosystem enabler/partner rather than direct competitor, supplying the modular infrastructure underlying reusable stand designs.
- Koelnmesse: One of Europe's largest trade fair organizers, running events such as ISM, Anuga and Orgatec in Cologne. Adjacent rather than directly competitive: organizer of many shows where Heilmaier's clients exhibit, and influencer of sustainability requirements like Better Stands.
- OCTANORM-Vertriebs-GmbH: German-origin manufacturer of modular aluminum profile systems widely used in exhibition stand construction globally. Ecosystem supplier comparable to Aluvision, providing the modular infrastructure underlying many reusable stand designs.
Broad incumbents
- Fiera Milano: Italian trade fair organizer and exhibition services operator running major events (e.g., HOST Milano, ITMA) and providing booth-related services. Broad incumbent with overlapping Italian and European trade-fair footprint, serving some of the same enterprise exhibitors.
- GL Events: French-headquartered global event services group offering venue management, exhibition services and booth construction across major trade fairs worldwide. Broader incumbent with overlapping booth design/build capabilities as part of a wider services portfolio.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Heilmaier Exhibition Design social profiles
Digital presenceHeilmaier Exhibition Design compliance and trust
Trust signalCompliance2 records
Heilmaier Exhibition Design financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heilmaier Exhibition Design leadership team
Management profileNumber of profiles
Profiles2 records
Heilmaier Exhibition Design subsidiaries and ownership
Company hierarchySubsidiaries1 record
Heilmaier Exhibition Design funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heilmaier Exhibition Design M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Heilmaier Exhibition Design
What does Heilmaier Exhibition Design do?
Heilmaier Exhibition Design provides full-service trade fair and exhibition stand design and construction for B2B enterprise clients, covering conception, design, physical construction, digital exhibition elements, and showroom build-outs. The company delivers custom-built, sustainable, and reusable exhibition booths ranging from small 30 m² stands to large 1,350 m² international exhibition spaces, executed through its Munich headquarters, Shanghai office, and international partner network.
Is Heilmaier Exhibition Design a public or private company?
Heilmaier Exhibition Design is a private company. It is classified as family owned and is currently operating.
When was Heilmaier Exhibition Design founded?
Heilmaier Exhibition Design was founded in 1946. It employs 11 to 50 people.
Where is Heilmaier Exhibition Design based?
Heilmaier Exhibition Design is headquartered in Sauerlach, Germany, in the Europe region.
How does Heilmaier Exhibition Design make money?
Two revenue lines are on record. Exhibition Stand Design and Construction is the primary driver. The others are showroom Design.
Who are Heilmaier Exhibition Design's main competitors?
Direct peers on record are Gahrens + Battermann, Lang AG, Studio Bachmannkern and mac Messebau. Others are Messe Frankfurt, Aluvision, Koelnmesse and OCTANORM-Vertriebs-GmbH. Broad incumbents are Fiera Milano and GL Events.
Does Heilmaier Exhibition Design have an API?
No public API is recorded for Heilmaier Exhibition Design.
What industry is Heilmaier Exhibition Design in?
Heilmaier Exhibition Design's product category is Exhibition Stand Design and Construction Services. Its primary akta.pro industry code is BPAFAGAD, Trade Shows & Exhibitions (Booths, Show Management), with a secondary code of THAHAHAC, Modular & Portable Display Systems (Pop-Ups, Tension Fabric, Kits). Its NAICS code is 541850 and its SIC code is 2590.