Article SummaryCES shows how in-person marketing is evolving from static booths into immersive, experience-driven environments that prioritize how attendees move, feel, and engage. Across the show floor, exhibitors used LED in more architectural and creative ways, blended digital content with physical products, and introduced interactivity that invites visitors to participate rather than just observe. The takeaway is clear: thoughtful use of technology, combined with people-first design, can turn a booth into a true destination.
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CES isn't just about the newest gadgets — it's where you can see the future of in-person marketing taking shape. Each January, the Vegas convention center turns into this wild showcase of innovation, and you get a real sense of how companies are figuring out new ways to cut through all the noise and actually connect with people.
Walking the floor, it is clear that companies are rethinking their entire physical presence. Static banners and simple product pedestals are being replaced by immersive environments, advanced technology, and design concepts that prioritize the attendee’s journey. For exhibitors who want to stay ahead, understanding these trends is not just interesting — it is vital. Here are a few things that stood out at CES.
LED technology has taken on a bigger role in booth architecture, moving well beyond the traditional video wall. LED use is now more creative, visible, and integrated throughout the exhibit.
Everywhere you looked, LED walls were on display. Some brands used massive, standalone walls that dominated the back of the booth to create a striking digital backdrop. Curved LED walls wrapped around attendees for a more immersive effect. Standard LED panels were seamlessly built into walls and framing systems, so digital content became part of the booth structure itself. Accent lighting was often added around these LED displays to make the visuals even more noticeable.
Most content was designed to build brand awareness. You could see vibrant color, bold graphics, product imagery, and high-energy sizzle reels from across the show floor. This approach helped brands get their message across even if attendees did not walk into the booth.
Some exhibitors tried new ideas by extending digital displays to the floor and ceiling. Although rare, a few booths featured LED floor tiles that displayed dynamic paths or visual effects underfoot. Overhead, LED tiles were rigged as part of the ceiling or as eye-catching accent features.
Audio elements also played a significant role in many booth experiences. In several cases, sound was used to support the on-screen content, helping to tell the story and create a memorable impression. When handled with care, this made for a more cohesive experience, but if several booths used sound at once, it could quickly become distracting. Managing audio well is essential in a busy setting.
Transparent OLED displays offered another visually impressive innovation. These screens made it possible to showcase products with 3D graphics and animations right on the glass, often with the actual product in front of the screen so guests could get a hands-on experience. This approach brought together digital content and physical products in a way that was easy for visitors to see and understand.
Projectors and lasers are making a bit of a comeback as an alternative to LED tiles. Some exhibitors used projection to display content on walls or floors, providing a different look and often allowing accent lighting to highlight key areas or products.
Visitor engagement has become the centerpiece of modern trade show design. Demonstrating a product is no longer enough. Visitors now want to be active participants. Digital interactions are a fundamental part of most booth strategies.
One trend that caught our eye was the use of advanced driving and helicopter simulators, combining visuals, sound, and haptic feedback for fully immersive product demonstrations. While developing a custom simulator may be out of reach for many exhibitors, you can still apply the underlying idea. Find ways for your audience to "test drive" or interact with your offering, even if it is a digital or conceptual simulation. This creates a more lasting connection than a simple product demo.
Many exhibitors created flexible spaces that served multiple purposes. For most of the show, these areas offered calming visual content as a break from the busy environment. At specific times, they transitioned into presentation spaces for demos or learning sessions. This dual approach allows you to create both a relaxing refuge and an engaging stage in the same footprint.
With all the digital stimulation on the floor, exhibitors are putting more thought into calming environments that give guests a chance to reset before diving back into the action.
The direction CES is taking reveals a clear message for exhibitors. To succeed, you need a mix of innovation, people-first design, and careful planning. Consider these steps for your next project:
Digital trends at CES point to a future where trade shows are more immersive, more interactive, and much more human. Thoughtful design and intentional technology use help turn your space from a booth into a destination.
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