Insights from the International Builders’ Show

Building a Story, Triggering Senses, and Connecting Art

At the International Builders’ Show, which attracts nearly 100,000 attendees and over 1,800 exhibitors, tangible elements – such as building products, tools, and structures – take a back seat when powerful experiences are at play.

The most impactful exhibits were those that curated their space, allowing attendees to reimagine their lifestyle, homes, and surroundings through sensory environments that had products subtly and seamlessly woven into brand storytelling.

Brands Tell the Story at the Attendee’s Pace
Exhibiting brands created vignettes with zones to unfold the chapters of the brand story. They maintained consistency with slight variations through messaging to allow for partners’ brand presence.

Several standout brands created hosted attendee journeys, while others offered a more independent experience of self-discovery. What united them were messages along the way, featuring inspirational quotes to trigger emotional responses and connections to the products and services.

It became personal – each storyline put the attendee and their feelings at the center of the experience. Exhibits invited visitors to imagine a future built with these amazing state-of-the-art products in their homes for a better, warmer, cozier, and more refreshing life.

Sensory Experiences Trigger the Imagination
Visual triggers are no longer enough to cut through the noise at these mega trade shows. The other senses must be awakened to transport the attendees from the noise and clutter on the show floor.

Sound was used effectively by brands such Kohler, who used water and Naturecast who incorporated natural soundscapes. Water proved to be a compelling, multi-sensory element. It invoked Zen-like feelings while still maintaining a strong connection and articulating the value and capabilities of the product promoted by the brand.

Texture and the opportunity to physically touch the product was designed into mid-size booths. Naturecast’s weather-proof casts, which survive through both snow and chill, as well as the heat of the dry terrain, were set in an experience using snow machines and fireplaces, for example.

Smell was infused in various booth zones – especially for brands promoting wellness. For instance, Kohler utilized essential oils associated with spa environments, creating spaces that felt refreshing and relaxing simultaneously as attendees walked through the booth – again, evoking feelings of joy that these products would bring to attendees’ home, family, and life. Other brands promoting kitchenware and cooking technologies used the smell of food to attract attendees to the booth to enjoy a cooking demonstration or other engaging activations with food.

Brands cleverly used lighting to create warm, inviting spaces where attendees would love to spend time. Darker interiors were used (notably by House of Rohl) with strong, yet calming LED graphics (static and video) that delivered this experience in stark contrast to the sharp white exhibition lighting. Usually, these booths had exposed and open ceiling space – rather than a full roof – creating a distinct and inviting atmosphere.

Artistic Expression Through Building
To elevate their positioning, several of the larger luxury brands formed unique artistic partnerships to connect imagination to the tangible assets on display.

Kohler featured a designer dress (facing the aisle) on display, linking it to their inspired black toilet. At the center of their massive booth, they displayed sustainability artwork with a gorgeous light-reflecting fish sculpture.

House of Rohl played on the HBO series, “The House of the Dragon” theme and had, at the center of the booth, a toilet seat “throned” with a set of historical tools rather than daggers to link to its history.

Others, like Sierra Pacific Windows, took an artistic approach to showcasing its products. Sierra framed its windows using creative panels that looked more like art pieces rather than functional structures.

Expressions of art allow for storytelling and make everyday items, like toilet seats, look ‘cool’ and designer-led. You could hear “I need one of these” echo several times as attendees clicked selfies at these Instagram-worthy spots within the booths.

In Conclusion
The storytelling, the explosion of senses, and the artistic Instagram moments allowed the attendees’ imaginations to unfold and grow beyond the show floor. I could see myself using, placing, and replacing these new offerings in my home.

Pre-planning is critical to allow time to design, map, and refine an authentic story for these massive shows that appeal to multiple audience groups. Partners are seamlessly integrated into this experience rather than just being an afterthought and logo to be added on the walls.

When it comes to reporting on the outcome of these high-investment events, marketers can report back on not just the lead scans but how they have moved their customers and prospects through a brand journey and nurtured both existing and new long-term relationships – building connections that last just like the building industry itself.