SIAL Paris is one of the most important events in the food industry. How significant is Maxpol’s presence in Paris this year, and what projects have you prepared for Polish exhibitors?
For us, SIAL Paris is one of the most important events on the trade show calendar. At this year’s edition, Maxpol will be present alongside 30 Polish companies, for whom we are preparing a total of approximately 650 m² of exhibition space. The trade show will take place October 17–21, 2026, in Paris.
Each of our clients has different needs, which is why we don’t treat this space as a single large project, but rather as a collection of individual projects. We design booths tailored to the character of each brand, their products, their approach to business meetings, and the expected functionality.
Our role doesn’t end with the construction itself. We’re responsible for the entire process – from the design and production of the booths, through logistics and transportation, all the way to on-site assembly, supervision, and dismantling. This is particularly important for an event of this scale, where dozens of independent projects must be completed within a single, very short timeframe.
Maxpol has been active in the trade show market since 1990, and during that time we have helped thousands of businesses showcase their products at international events.
This year’s SIAL is expected to attract approximately 8,000 exhibitors and nearly 300,000 industry representatives from around the world. From Maxpol’s perspective, what determines whether a booth and the brand presented there will actually get noticed?
Given the scale of the event, simply being present at the trade show is no longer enough. The booth must attract attention while simultaneously conveying, in a very short amount of time, what the brand is and what it has to offer.
From our perspective, the key is a combination of good design, clear communication, and appropriately selected technical solutions. In our projects, we use, among other things, LED screens, suspended installations, 3D structures, and various types of lighting solutions. These elements help the booth stand out from the rest of the exhibition space and give it the visibility it needs, especially in large venues.
At the same time, we take great care to ensure that an eye-catching design does not overshadow the product. Technology and construction are meant to be tools, not ends in themselves. That is why, as early as the design phase, we consider what should be the first thing a visitor sees, how to guide their attention, and how to create a space that encourages them to enter and engage in conversation.
The coherence of all elements – architecture, graphics, lighting, multimedia, and the way products are presented – is also crucial. Only when these elements are properly combined does the booth become not only visible but, above all, memorable and truly effective in promoting the brand.
SIAL is not just about conversations with potential partners, but also an opportunity to take a closer look at what global competitors have to offer. Are Polish companies making better use of trade shows to monitor trends, competitors, and market development directions?
Definitely yes. Our experience shows that trade shows are increasingly less often treated solely as a place to present one’s own offerings. For many companies, they are also a tool for observing the market and making business decisions.
SIAL is unique in this regard because it brings together manufacturers, importers, distributors, retail chains, and representatives of many different markets in one place. So you can not only talk to potential business partners but also see how product presentation is changing, which categories are growing, what packaging and formats are attracting attention, and in what direction individual brands are developing.
Polish companies are now far more informed participants in international trade shows. Increasingly, they attend events not only with the goal of “finding a customer,” but also with a specific plan: to assess the competition, understand the market, identify new export opportunities, and evaluate how their offerings compare to those of global manufacturers.
This, in fact, aligns well with Maxpol’s role. For years, we’ve been helping companies select events that align with their export goals and enable them to enter new markets.
Behind every finished booth at SIAL lies many months of work. Maxpol is responsible for the entire process – from concept and design, through transportation and logistics, to on-site execution. Which stage of preparation is the most demanding?
Paradoxically, I’d say that the most demanding part isn’t the actual production of the booth, but coordinating all the elements simultaneously.
When handling multiple projects, you have to keep track of the designs, production, materials, graphics, deadlines, transportation, the organizer’s requirements, and local regulations – all at the same time. Each element depends on the next, so even a minor delay at one stage can affect the entire project.
The setup phase is, of course, particularly demanding. That’s when all those months of preparation must translate into a finished booth in a very short time. On top of that, there are situations that cannot be predicted in advance – logistical or technical problems, or the need to quickly change a solution on-site.
That is why experience and good organization are so important. At large events, you cannot rely solely on a plan; you must also be able to react efficiently when reality deviates from the plan.
It is precisely this comprehensive service – from space reservation, through stand design and construction, to transportation, technical support, and event coordination – that is one of the pillars of Maxpol’s business.
The Mokate booth, designed and built by Maxpol, won this year’s award for Best Trade Show Booth at WOFEX in Manila. What made this particular design stand out?
I think, first and foremost, it was the design’s alignment with the Mokate brand and the way we managed to showcase the product. We wanted the booth to be light, transparent, and very clean in form. We didn’t want the structure itself to overshadow what matters most – the product and the brand. Every element had a purpose and supported the way Mokate wanted to present itself in this market.
This project is also the result of hard work and successful collaboration with the client. We’ve been working with Mokate for over 15 years, so we know the brand, its character, and its communication style very well. At the same time, Mokate places great trust in us and gives us the freedom to translate the brand’s vision and ideas into a concrete concept. Our role is precisely to first translate this idea into a design and then, with great attention to detail, into a finished product.
I think this long-standing partnership is of immense value here. We know each other, understand each other’s needs, and know what the brand expects from us, which allows us to focus not only on making the booth eye-catching, but above all on ensuring it serves as the right tool for presenting Mokate.
This award is a great honor for us, but above all, it confirms that the combination of simplicity, quality craftsmanship, a sleek design, and consistent adherence to the brand’s vision can yield excellent results. This is a particularly important recognition for us because the Mokate project demonstrates that a good booth should combine design, functionality, and consistent brand communication.
Maxpol’s portfolio is constantly expanding. What types of projects dominate your business today, and how is the profile of the clients you work with changing?
Historically, we’ve had very strong ties to the food industry, and it remains one of the most important areas of our business. We work with food and beverage manufacturers as well as companies expanding their exports to foreign markets.
At the same time, Maxpol’s portfolio has definitely expanded in recent years. Today, we also carry out projects for the automotive, cosmetics, gaming, and medical industries. This is also evident in our current trade show calendar – it includes both food industry events, such as SIAL Paris or IFE London (for which we are the exclusive agent in Poland), as well as major automotive events, such as Automechanika Frankfurt.
The nature of our clients’ expectations is also changing. Increasingly, it’s no longer just about “building a booth,” but about providing comprehensive project management. Clients want a single partner to handle the design, production, logistics, transportation, assembly, and on-site coordination.
This is precisely the direction in which we are developing Maxpol – as a partner that takes responsibility for the entire process, not just the physical construction of the booth.
How do you think the trade show market will change in the coming years, and in what direction will Maxpol develop alongside it?
I think trade shows will continue to be a very important business tool, especially for companies looking to expand their exports. Direct contact, the opportunity to see a product, face-to-face conversations, and meetings with many potential partners in one place are difficult to replace with online communication alone.
At the same time, trade shows themselves will change. Customers today expect far more than they did ten or fifteen years ago. A booth must not only be aesthetically pleasing but also functional, engaging, and tailored to the way a brand wants to communicate.
I also think that flexibility and comprehensive service will play an increasingly important role. Companies want to focus on their core business, and they are increasingly entrusting technical, logistical, and organizational matters to specialized partners.
For Maxpol, the direction is clear to me – we want to continue developing our design and implementation capabilities, enter new markets, and at the same time leverage our many years of experience. We’ve been in business since 1990, and over these 36 years, technologies, markets, and the way business is conducted have changed, but one thing has remained constant: companies still need a good, reliable partner to help them establish a presence in foreign markets.
For us, SIAL Paris is one of the most important events on the trade show calendar. At this year’s edition, Maxpol will be present alongside 30 Polish companies, for whom we are preparing a total of approximately 650 m² of exhibition space. The trade show will take place October 17–21, 2026, in Paris.
Each of our clients has different needs, which is why we don’t treat this space as a single large project, but rather as a collection of individual projects. We design booths tailored to the character of each brand, their products, their approach to business meetings, and the expected functionality.
Our role doesn’t end with the construction itself. We’re responsible for the entire process – from the design and production of the booths, through logistics and transportation, all the way to on-site assembly, supervision, and dismantling. This is particularly important for an event of this scale, where dozens of independent projects must be completed within a single, very short timeframe.
Maxpol has been active in the trade show market since 1990, and during that time we have helped thousands of businesses showcase their products at international events.
This year’s SIAL is expected to attract approximately 8,000 exhibitors and nearly 300,000 industry representatives from around the world. From Maxpol’s perspective, what determines whether a booth and the brand presented there will actually get noticed?
Given the scale of the event, simply being present at the trade show is no longer enough. The booth must attract attention while simultaneously conveying, in a very short amount of time, what the brand is and what it has to offer.
From our perspective, the key is a combination of good design, clear communication, and appropriately selected technical solutions. In our projects, we use, among other things, LED screens, suspended installations, 3D structures, and various types of lighting solutions. These elements help the booth stand out from the rest of the exhibition space and give it the visibility it needs, especially in large venues.
At the same time, we take great care to ensure that an eye-catching design does not overshadow the product. Technology and construction are meant to be tools, not ends in themselves. That is why, as early as the design phase, we consider what should be the first thing a visitor sees, how to guide their attention, and how to create a space that encourages them to enter and engage in conversation.
The coherence of all elements – architecture, graphics, lighting, multimedia, and the way products are presented – is also crucial. Only when these elements are properly combined does the booth become not only visible but, above all, memorable and truly effective in promoting the brand.
SIAL is not just about conversations with potential partners, but also an opportunity to take a closer look at what global competitors have to offer. Are Polish companies making better use of trade shows to monitor trends, competitors, and market development directions?
Definitely yes. Our experience shows that trade shows are increasingly less often treated solely as a place to present one’s own offerings. For many companies, they are also a tool for observing the market and making business decisions.
SIAL is unique in this regard because it brings together manufacturers, importers, distributors, retail chains, and representatives of many different markets in one place. So you can not only talk to potential business partners but also see how product presentation is changing, which categories are growing, what packaging and formats are attracting attention, and in what direction individual brands are developing.
Polish companies are now far more informed participants in international trade shows. Increasingly, they attend events not only with the goal of “finding a customer,” but also with a specific plan: to assess the competition, understand the market, identify new export opportunities, and evaluate how their offerings compare to those of global manufacturers.
This, in fact, aligns well with Maxpol’s role. For years, we’ve been helping companies select events that align with their export goals and enable them to enter new markets.
Behind every finished booth at SIAL lies many months of work. Maxpol is responsible for the entire process – from concept and design, through transportation and logistics, to on-site execution. Which stage of preparation is the most demanding?
Paradoxically, I’d say that the most demanding part isn’t the actual production of the booth, but coordinating all the elements simultaneously.
When handling multiple projects, you have to keep track of the designs, production, materials, graphics, deadlines, transportation, the organizer’s requirements, and local regulations – all at the same time. Each element depends on the next, so even a minor delay at one stage can affect the entire project.
The setup phase is, of course, particularly demanding. That’s when all those months of preparation must translate into a finished booth in a very short time. On top of that, there are situations that cannot be predicted in advance – logistical or technical problems, or the need to quickly change a solution on-site.
That is why experience and good organization are so important. At large events, you cannot rely solely on a plan; you must also be able to react efficiently when reality deviates from the plan.
It is precisely this comprehensive service – from space reservation, through stand design and construction, to transportation, technical support, and event coordination – that is one of the pillars of Maxpol’s business.
The Mokate booth, designed and built by Maxpol, won this year’s award for Best Trade Show Booth at WOFEX in Manila. What made this particular design stand out?
I think, first and foremost, it was the design’s alignment with the Mokate brand and the way we managed to showcase the product. We wanted the booth to be light, transparent, and very clean in form. We didn’t want the structure itself to overshadow what matters most – the product and the brand. Every element had a purpose and supported the way Mokate wanted to present itself in this market.
This project is also the result of hard work and successful collaboration with the client. We’ve been working with Mokate for over 15 years, so we know the brand, its character, and its communication style very well. At the same time, Mokate places great trust in us and gives us the freedom to translate the brand’s vision and ideas into a concrete concept. Our role is precisely to first translate this idea into a design and then, with great attention to detail, into a finished product.
I think this long-standing partnership is of immense value here. We know each other, understand each other’s needs, and know what the brand expects from us, which allows us to focus not only on making the booth eye-catching, but above all on ensuring it serves as the right tool for presenting Mokate.
This award is a great honor for us, but above all, it confirms that the combination of simplicity, quality craftsmanship, a sleek design, and consistent adherence to the brand’s vision can yield excellent results. This is a particularly important recognition for us because the Mokate project demonstrates that a good booth should combine design, functionality, and consistent brand communication.
Maxpol’s portfolio is constantly expanding. What types of projects dominate your business today, and how is the profile of the clients you work with changing?
Historically, we’ve had very strong ties to the food industry, and it remains one of the most important areas of our business. We work with food and beverage manufacturers as well as companies expanding their exports to foreign markets.
At the same time, Maxpol’s portfolio has definitely expanded in recent years. Today, we also carry out projects for the automotive, cosmetics, gaming, and medical industries. This is also evident in our current trade show calendar – it includes both food industry events, such as SIAL Paris or IFE London (for which we are the exclusive agent in Poland), as well as major automotive events, such as Automechanika Frankfurt.
The nature of our clients’ expectations is also changing. Increasingly, it’s no longer just about “building a booth,” but about providing comprehensive project management. Clients want a single partner to handle the design, production, logistics, transportation, assembly, and on-site coordination.
This is precisely the direction in which we are developing Maxpol – as a partner that takes responsibility for the entire process, not just the physical construction of the booth.
How do you think the trade show market will change in the coming years, and in what direction will Maxpol develop alongside it?
I think trade shows will continue to be a very important business tool, especially for companies looking to expand their exports. Direct contact, the opportunity to see a product, face-to-face conversations, and meetings with many potential partners in one place are difficult to replace with online communication alone.
At the same time, trade shows themselves will change. Customers today expect far more than they did ten or fifteen years ago. A booth must not only be aesthetically pleasing but also functional, engaging, and tailored to the way a brand wants to communicate.
I also think that flexibility and comprehensive service will play an increasingly important role. Companies want to focus on their core business, and they are increasingly entrusting technical, logistical, and organizational matters to specialized partners.
For Maxpol, the direction is clear to me – we want to continue developing our design and implementation capabilities, enter new markets, and at the same time leverage our many years of experience. We’ve been in business since 1990, and over these 36 years, technologies, markets, and the way business is conducted have changed, but one thing has remained constant: companies still need a good, reliable partner to help them establish a presence in foreign markets.
