European Microwave Week London 2026 takes place October 4–9 at ExCeL London with up to 5,000 attendees, including 1,500+ conference delegates from aerospace, automotive, telecommunications, and academia.

These are RF and microwave engineers. They don't want glossy marketing. They want to see things work.

Lead With Live Demonstrations

At EuMW, a working demo beats any brochure. People attend specifically to see high-frequency hardware in use and to learn about real world applications in 6G, automotive and aerospace and then to talk to the people who really know the product.

Your booth must have dedicated demo areas equipped with data and power. Exposed wiring is a sign of poor maintenance and will not be tolerated by an audience who does. Custom demo pods are made with Hidden Vendor Cabling, allowing the hardware to remain front and center.

Design for a Vast Venue

There are high ceiling heights and long lines of sight at ExCeL London. Dark booths that are low to the ground are just overlooked. For new launches, make use of ceiling banners upto 4m height limit, back lit graphics and spotlight zones. Light-integrated flooring can help to direct visitors further into the booth. Dynamic LED walls offer a degree of visibility from afar.

The aim is to be seen from every corner of the hall – particularly when your target visitors are on the move between conference sessions and the exhibition area with limited time to spend.

Create Space for Real Conversations

Each year, some 1,800 conference participants joins this event for in-depth technical exchange. Your booth must have a semi-private hospitality area, not in the busy demo sections, to facilitate those kinds of conversations.

Focus on the overall layout. Don't overstuff the stand with all the products you stock in your range. Select your signature products, bolster them with compelling imagery and allow them to have their own space.

Schedule Your Booth Programme

A very successful strategy can be the mini-lecture (short lecture) at your stand, held during a certain period of time. Make the times and topics prominent. Be sure to have senior technical staff at designated times. This makes it an actual incentive for serious attendees to visit at a specific time, and subsequently, many more.

Schedule individual bookings and meetings during a period of quiet conference (when talks are in session) instead of during busy conference breaks. Weekly contacts should be made at your booth, using the location as a geographic reference point.

Provide extra excuses for people to visit again: phone recharging, a place to sit and relax, or a collect-in-person giveaway. The little things can make a big difference over the six days.

Plan the Logistics Early

Custom modular builds for the October show must begin in June. Submit ceiling rigging drawings early – Ceiling rigging drawings must meet ExCeL’s safety requirements and will incur surcharges if submitted later. When importing specialist equipment from abroad, ensure that the ATA carnet is in good order to avoid customs delays

Make sure to pre-install and test your stand before you install it outdoors. If the integrated screens and demo areas have not been tested as a unit, then you have issues to resolve on setup day.

Build It with an Experienced Trade Show Booth Design Company in London

At a show this technically demanding, the booth itself needs to reflect the precision your audience expects.

With more than 23 years of experience, Sensations Worldwide is a leading exhibition stand design company in London with a warehouse of more than 6,000 sqm that covers the main European markets. They create stands that will not just be professionally designed, but will also have the functional set-up infrastructure that is required by the RF and microwave exhibitor – demo zones, clean cabling, private meeting areas, and good venue visibility.

If you have your calendar out for EuMW 2026, then it's time to start planning.