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How large exhibits make an impact lies in their ability to go beyond product displays and instead craft immersive, multi-sensory brand experiences that engage attendees on every level. By integrating storytelling, sensory design, artistic elements, and natural textures, brands can transform their trade show presence into a powerful platform for connection and visibility.
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To really impact your marketing program, your large exhibit must go beyond merely displaying products; it needs to craft an immersive environment that will convey a captivating brand story. Based on observations from recent shows like the International Builders' Show, EXHIBITORLIVE, and CES, here are the key trends shaping successful large exhibit design.
Strategic Storytelling Through Sensory Experiences
The most impactful exhibits at IBS 2025 curated spaces that allowed attendees to interact with the brand's products. Rather than simply displaying products, leading exhibitors create vignettes with distinct zones that unfold chapters of their brand story — either physically or digitally — at the attendee's pace.
What makes these stories effective is their nature — each storyline puts the attendee and their feelings at the center of the experience. But visual elements alone no longer cut through the trade show noise. Forward-thinking brands are engaging multiple senses:
Creating Calm Amid Chaos
At sensory-overloaded shows like CES, with bright lights, flashing screens, and crowds, brands that stood out understood the value of creating peaceful spaces. These calm environments allow attendees to escape the noise and fully engage with the brand experience.
Industry leaders are curating unique atmospheres using:
Artistic Expression and Instagram-Worthy Moments
Brands are forming unique artistic partnerships that connect imagination to their displays to elevate positioning. Kohler recently featured designer dresses linked to their products and sustainability artwork with light-reflecting sculptures. House of Rohl played on the "House of the Dragon" theme with a creatively displayed toilet seat "throned" with historical tools.
These artistic expressions transform everyday items into designer pieces and create Instagram-worthy spots where attendees take selfies, expanding the brand's reach beyond the show floor.
Dimensional Experiences
LED screens placed within exhibit walls create multi-dimensional experiences by layering physical products with digital content. This technology allows exhibitors to showcase features and capabilities in a visually stunning way that captivates attendees. By combining tangible elements with dynamic digital information, brands create depth that draws visitors in and keeps them engaged longer.
Strategic Lighting
Colorful LED lighting along table edges, 3D logos, edges of structures, and wayfinding elements integrated into booth flooring direct attendees' focus to key products or messages. Lighting has evolved far beyond basic illumination to become a critical design element that creates atmosphere and highlights important features. The contrast between targeted, warm lighting within the exhibit and the harsh exhibition hall lighting creates a distinct environment that feels separate from the surrounding show floor.
Fifth Wall: Innovative Flooring
From eco-friendly materials and custom-printed floorboards to LED flooring and raised tiles, your booth's "fifth wall" deserves attention. Often overlooked, flooring can significantly impact an exhibit's effectiveness by creating branding opportunities, adding comfort, or differentiating your space from surrounding exhibits. These thoughtful flooring choices transform the ground beneath visitors' feet into an integral part of the design strategy.
Natural Elements and Textures
Incorporating plants, stone, and wood brings warmth and balances digital displays. These natural elements help ground high-tech displays and create a more inviting, approachable space where meaningful conversations can occur. Natural materials create a sense of authenticity and comfort that resonates with attendees seeking connection amid digital overload.
Texture and Dimensionality
Utilizing physical and visual depth within booth design captures attendees' attention and creates more engaging displays. Varying heights, layered displays, and three-dimensional elements break up the visual plane and create interest. Textural contrasts between smooth and rough surfaces, soft and hard materials, or matte and glossy finishes add sophistication and sensory appeal.
Successful large exhibits today go beyond product displays to create meaningful, multi-sensory experiences that place the attendee at the center of a compelling brand narrative. By combining strategic storytelling, sensory engagement, artistic elements, thoughtful design, and well-trained staff, brands can create memorable experiences that resonate long after the show ends.
Examples of technology with natural elements in large exhibits
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About the Author
Adam Deming
Creative Director of Exhibit Design, Skyline Exhibits
With over 30 years of experience, Carstens is an award-winning brand strategist specializing in brand architecture, identity, digital marketing, and live events. She has a proven track record of creating transformative branding programs that energize audiences and drive sales. A seasoned leader and strategist, Carstens has guided creative teams, advised executives, and earned recognition for her work on regional, national, and international levels.