Rasmus Jensen
With around 50,000 industry professionals and more than 2,000 exhibitors, SMM is a key meeting point for the global maritime industry. Shipowners, shipyards, engineers and suppliers come together to present solutions and establish new partnerships. The exhibition takes place from 1–4 September 2026.
Considering exhibiting – but don’t yet have a plan?
Many companies know they need to attend SMM, but have not yet decided how their stand should function in practice. It is often treated as a practical task that is left until late in the process.
The result is typically a stand that works – but does not actively contribute to creating the right meetings or opportunities. At a trade fair like SMM, that can be a costly mistake, as competition for attention is high.
SMM is a B2B exhibition
At SMM, it’s not about attracting the most visitors – it’s about attracting the right ones. Decision-makers attend with specific needs and quickly assess who is relevant.
- Do you create immediate understanding?
- Is your solution clearly communicated?
- Do you come across as a credible partner?
If the answer isn’t clear, they move on.
An industry in transition
The maritime industry is evolving rapidly. Requirements for CO₂ reduction, new fuels and increased digitalisation mean that many solutions have become more complex.
At SMM, key focus areas will include:
- Alternative fuels such as methanol, ammonia and LNG
- Energy-efficient propulsion systems
- Digital optimisation of operations
- Retrofit of existing vessels
What these areas have in common is the need for clear and visual communication in order to create value in conversations with potential clients.
Stand design is a business tool
With more than 2,000 exhibitors, your stand is your most important platform. It is where first impressions are formed – and where visitors decide whether to stop or move on.
A well-designed stand makes it easier to present your solutions clearly and create natural entry points for dialogue. It helps you stand out and supports your position in the market.
An effective stand typically helps to:
- Attract relevant visitors
- Explain complex solutions quickly
- Create better conversations
- Strengthen credibility
From complexity to clarity
Many maritime solutions require explanation. This is where visual communication plays a key role.
Models, graphics and concise messaging can help create clarity and make it easier for visitors to understand your solution. Once that understanding is in place, the conversation becomes far more valuable.
The right setting for dialogue
At SMM, it’s not the quick conversations that create value – it’s the meaningful ones. Your stand therefore needs to function as a space where dialogue can begin and develop.
This requires a balance between openness and focus, allowing visitors to feel welcome while also having the opportunity for more in-depth discussions.
In maritime projects, trust is essential. The look and feel of your stand contributes to the overall impression and signals experience, quality and professionalism.
Looking for a partner for your stand?
If you haven’t yet finalised your stand, it’s worth addressing it early. A well-thought-out solution requires both overview and experience – especially at a complex exhibition like SMM.
Scanex helps companies design and build exhibition stands where design, functionality and business objectives come together. The goal is not just a visually appealing stand – but one that performs in practice.
Get more out of your participation
SMM is an investment. The question is whether your stand works for you – or simply stands there.
- Planned vs. improvised
- Clear vs. unclear
- Dialogue vs. display
Ready for SMM?
If you are considering exhibiting – or have already decided to – it pays to start the conversation about your stand early.
This is where the difference lies between being seen – and being chosen.
