DR.SCHNELL is looking forward to seeing you at CMS 2025 with a completely redesigned booth, packed with interactive activities, a special photo spot, product innovations, and many other highlights. We talk to Fabian Friedrich, managing director of our booth construction partner Plan 3, about the attractions at our booth.
Question: Plan 3 is an exhibition stand construction company with a long tradition. When and how was it founded?
Fabian Friedrich: My father and two other founders started Plan 3 GmbH in 1974, which is why we celebrated our 50th anniversary in 2024. Back then, trade fair construction was a completely different world, with different construction methods and processes that are unimaginable today. As early as 1972, the three founders were involved in projects for the 1972 Olympic Games in Munich. And as I have learned, there is a nice connection between Plan 3 and DR.SCHNELL, because Dr. Wolfgang Schnell also developed the famous MILIZID sanitary cleaner for the swimming pool in the Olympic Park as part of the 1972 Olympic Games. I find this story very appealing. Where does the company stand today?
Friedrich: We have a lot to do (laughs), but we also have a lot of fun because we work with many people in different industries. On average, the stands we develop and build can be seen at around 50 trade fairs per year. More than 40 employees and a good dozen carpenters are involved in this. Although we mostly serve customers in German-speaking countries, we also regularly work in the US and Asia.
Question: What makes trade fair and interior design so fascinating?
Friedrich: Our work is challenging, exciting, varied, creative, and surprising all at the same time. Since we constantly set up and dismantle our own work, we always have the opportunity to do things better next time. For me, that's a big attraction. Incorporating new techniques, new working methods, new materials, and new possibilities is one of the great challenges of our industry—as is the pursuit of even more environmentally friendly and efficient methods, of course.
Question: How did the collaboration with DR.SCHNELL come about?
Friedrich: Since 2013, we at Plan 3 have had the opportunity to carry out a number of smaller projects for DR.SCHNELL – from displays to small trade fair stands. The first major project for DR.SCHNELL was a booth for InnoTrans 2024. Since then, we have enjoyed a great collaboration, culminating in CMS 2025 and an exciting booth covering more than 370 square meters across five stand areas.
Question: What makes the cooperation with DR.SCHNELL special for you?
Friedrich: The entire collaboration is extremely cooperative and always takes place on an equal footing. In all phases of the projects, it becomes clear that DR.SCHNELL is a family business. We notice this because communication is always friendly, polite, and constructive—it's simply a pleasure. For us as trade fair constructors, this is extremely important because trade fairs are always stressful—harmonious cooperation is essential. What challenges did the DR.SCHNELL exhibition stand for CMS 2025 present?
Friedrich: Such a large and versatile exhibition stand is always a challenge. We worked on the design for a long time, tried out various ideas and looked for exciting concepts. Now we are finished and I can say that the stand is very successful.
Question: What do you like best about the newly designed DR.SCHNELL exhibition stand?
Friedrich: A lot (laughs)! It is visually very impressive and offers many emotional highlights. It actively engages visitors, is beautiful, and exudes a special atmosphere. The interactive photo spot is definitely an absolute highlight!
Question: How long did the work for the CMS take?
Friedrich: The whole thing took about a year from planning to dismantling.
Question: Where does the wood for the DR.SCHNELL exhibition stand come from?
Friedrich: The visible wood is maritime pine and comes from a local timber merchant in Bavaria – all from sustainable forestry, of course.
Question: What happens to the DR.SCHNELL exhibition stand after the CMS?
Friedrich: Our core principle is mixed construction. This means that most of the wall structures, subfloors, trusses, and much more are rental systems that we rent to customers, set up, and then dismantle again. We build the individual trade fair furniture in our carpentry workshop. Ideally, these are used for further trade fair appearances and over a longer period of time. Or, as in the case of DR.SCHNELL, they are permanently installed afterwards and given a second life in the training center. We always try to think ahead about the further use of custom furniture and presentation elements, as this is the most sustainable option for special constructions.
Question: How important are trade shows like CMS? Today and in the future?
Friedrich: The coronavirus pandemic has made one thing clear: People want to meet in person. Trade fairs are and will remain enormously important for this. But it is also clear that the forms and types of trade fairs will change; they will become less general and more specific. But it remains exciting – and that's what counts. Question: What have you learned from working with DR.SCHNELL?
Friedrich: Firstly, that Plan 3 and DR.SCHNELL have a nice parallel in the 1972 Olympic Games in Munich. Secondly, how professionally and enthusiastically DR.SCHNELL approaches and implements the topic of trade fairs.
Plan 3 in figures
50 years of experience in trade fair and interior design
40 employees in trade fair construction and 13 in carpentry
Approximately 50 trade fairs per year
More than 100 customers
Active in all industries