Your Guide to Exhibition Venues in London: Types of Events and the Staff You Need

London is one of the world’s leading cities for trade shows, exhibitions, and live events. From technology expos and fashion showcases to immersive art experiences and international business forums, the capital’s diverse venues offer something for every industry.

If you’re planning to exhibit in London, understanding the different types of exhibitions—and the staff roles required for each—can help ensure your stand or event presence is both effective and professional.

In this guide, we’ll take a closer look at popular exhibition venues in London, the types of events they host, and the staffing roles that can support your goals.

Top Exhibition Venues in London
London boasts several large-scale and mid-size exhibition venues suitable for a wide range of events. Here are the most prominent:

1. ExCeL London
Located in the Docklands area, ExCeL London is one of the UK’s largest and busiest exhibition centres. It hosts major trade shows, business expos, travel exhibitions, food and drink events, and international tech summits.

With multiple halls and flexible event space, it is ideal for large-scale exhibitions that require branding, hospitality zones, and demo areas.

2. Olympia London
Situated in West London, Olympia is a historic venue known for consumer shows, lifestyle exhibitions, and niche events. From beauty expos and art fairs to gaming and wellness events, Olympia caters to a wide variety of audiences.

The elegant architecture and central location make it a popular choice for immersive or experiential exhibitions.

3. Business Design Centre (Islington)
A stylish and compact venue in North London, the Business Design Centre is well-suited for creative industries, design showcases, fashion brands, and tech start-ups. Its layout promotes close interaction between exhibitors and attendees, making staffing particularly important for lead generation and product demonstrations.

Types of Exhibitions Held in London
London’s venues play host to a rich mix of events throughout the year. Below are the main types of exhibitions you’ll find—and the staffing roles that typically support them:

Immersive and Interactive Exhibitions
Examples:
Art installations

Museum-style exhibitions

Experiential brand activations

Digital and VR showcases

Staff Roles Needed:
Immersive exhibitions require a high level of visitor engagement and support. The layout is often open or experiential, meaning guests may not follow a traditional route or timeline.

Essential staff roles include:

Event Guides: Help direct attendees, explain features, and manage flow.

Floor Hosts: Provide general assistance, answer questions, and assist with crowd management.

Interactive Support Staff: Trained to operate digital features, headsets, or touchscreens.

In these environments, personality, confidence, and product knowledge are crucial. The goal is to enhance the visitor experience while also keeping the space organised and welcoming.

Sales-Focused and Trade Exhibitions
Examples:
Business expos

Tech trade shows

B2B networking events

Product showcases

Staff Roles Needed:
These events focus on lead generation, networking, and B2B connections. The audience is often composed of buyers, suppliers, and industry professionals.

Key staff roles include:

Brand Ambassadors: Represent your company, hand out literature, and engage potential customers.

Lead Generators: Skilled at capturing data, qualifying visitors, and gathering sales leads using digital tools or forms.

Sales Support Staff: Help with booking appointments or demonstrations.

Product Demonstrators: Especially useful in tech or hardware-related exhibitions, they explain product features confidently and clearly.

Having trained, confident staff on the stand makes a big difference to the quantity and quality of leads gathered.

Consumer-Facing Exhibitions
Examples:
Food and drink shows

Health and wellness expos

Fashion and beauty exhibitions

Home and garden events

Staff Roles Needed:
At these exhibitions, the atmosphere is typically busier, more casual, and focused on samples, engagement, and brand experience.

Recommended staff roles include:

Sampling Staff: Offer free product samples in a hygienic and friendly manner.

Hospitality Staff: Serve drinks or snacks and help create a welcoming environment.

Promotional Models: Ideal for product launches or photo opportunities.

Sales Assistants: Handle on-site purchases or booking enquiries.

The focus here is on creating a positive experience that encourages on-the-spot sales or brand loyalty.

Why the Right Exhibition Staff Make the Difference

No matter the type of exhibition, success often comes down to the people representing your brand. Exhibition venues like ExCeL and Olympia are fast-paced environments where visitors make snap judgments. Your staff are the face of your business—and their energy, knowledge, and professionalism will determine how visitors remember your stand.

Some key advantages of using trained exhibition staff include:

Increased engagement with passers-by

Efficient lead capture using digital tools

Clear, consistent messaging aligned with your brand

Support during busy periods, allowing your core team to focus on closing deals or running demos

Hiring Exhibition Staff in London

If you’re planning to exhibit in London and want to ensure your stand performs at its best, working with an experienced staffing provider is highly recommended.

At London Exhibition Staff Agency, we provide:

Brand ambassadors

Sampling and hospitality staff

Product demonstrators

Event guides and hosts

Lead generators and sales assistants

We work across all major London venues, including ExCeL, Olympia, and the Business Design Centre. Our team is experienced, well-briefed, and tailored to suit your brand’s personality and goals.

Whether you’re hosting an interactive art installation or launching a new product at a trade event, having the right team in place makes all the difference.

London’s exhibition scene is thriving, and venues like ExCeL and Olympia provide an ideal platform to grow your brand. But even the best location and design can fall flat without effective, experienced staff.

By understanding the type of event you’re attending—and matching it with the right support roles—you not only improve your ROI, but also deliver a better, more memorable experience for every visitor who steps onto your stand.