Designing a trade show stand

Designing a trade show stand is more than creating a beautiful 3D render.The real challenge is to combine branding, visitor flow, visibility, functionality and production constraints into one coherent space.With 10+ years of experience in graphic design, advertising and production, I enjoy taking a project from the first concept to a realistic 3D visualization — and ultimately to something that can actually be built.What do you think makes a trade show stand truly successful: design, functionality, or the overall visitor experience?