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How to Apply These Trends to Your Next Trade Show Exhibit The RSA conference proved that exhibit design is evolving beyond conventional displays. To stand out at your next event, consider:
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Highlights from RSA’s Show Floor
If you've attended the RSA Conference recently, you know it's not just a gathering of cybersecurity professionals showcasing cutting-edge technology; it's also a masterclass in creative exhibit design and impactful brand storytelling. This year's show floor was a vibrant example of how exhibitors push boundaries to create standout experiences for attendees.
Whether you're a marketing director or exhibit manager, the trends we observed at RSA can inspire you to elevate your exhibit strategy. From gamification and experiential activations to highly thematic booth designs, this blog breaks down the key trends in exhibit design that made waves at RSA and how they can apply to your next event.
Elevating Attendee Engagement Through Gamification
Gamification Goes Beyond the Screen
Gamification was one of the biggest trends we noticed on the RSA show floor, not just in digital form. Booths brought in elements like gladiator-style challenges, “Price is Right” wheels, and even physical experiences resembling escape rooms. These non-digital, hands-on activations created a sense of fun and encouraged attendees to linger.
For example, some booths featured branded games where participants could win prizes like printed hats or socks, adding a tangible takeaway to the experience. Others leaned into high-impact, interactive experiences like car racing simulators or puppy petting stations.
Key takeaway: Incorporate gamification elements that align with your brand and create memorable moments for attendees. Whether digital or analog, gamification is a great way to boost booth traffic and engagement.
Creating Immersive, Experiential Exhibits
The Movement Toward Experiential Design
Experiential elements captured much of the attention at RSA. Multi-sensory experiences like theater-style presentations, LED video walls, and dynamic product demonstrations were utilized to engage attendees on a deeper level. Some exhibitors even embraced themed setups, such as space-inspired designs or LEGO® displays, creating a cohesive and immersive environment that transported visitors into the brand story.
Some brands leveraged interactive digital screens to communicate key messages effectively while elevating visual appeal. Other brands incorporated physical props, such as suspended, life-size astronauts, towering figurines, or tunnels completely covered in LED tiles.
Key takeaway: Use experiential design to guide attendees on a purposeful brand journey. Incorporate video, live presentations, and interactive elements to keep them engaged while conveying your brand's story and values.
Themes That Resonate
The Rise of Thematic Booths
Instead of relying solely on traditional designs, exhibitors made bold moves by adopting unifying themes across booths. Think toy stores, goat farms, LEGOs, robot-inspired aesthetics, and even monster truck activations tied to the brand. One creative example involved a booth where attendees followed a playful gamified circuit, leading to the chance to hang out with a celebrity the following day.
These themed setups offered visual consistency while creating a sense of adventure and discovery, making it clear that fun and creativity are essential to standing out.
Key takeaway: A strong theme can set your brand apart. Whether it's a futuristic or playful aesthetic, an overarching theme draws attendees in and leaves a lasting impression.
Going Beyond the Booth
Off-Site Activations and Branding
Some brands didn't limit their engagement to the show floor. They extended their presence outside the convention center with branded spaces like experiential demo stations, themed pop-up cafes, and LED trucks. Several brands successfully used building-wide banners and airport signage to amplify their presence citywide.
This comprehensive approach ensured attendees constantly encountered the brand throughout their RSA experience.
Key takeaway: Don't confine your activation efforts to just the exhibit hall. Consider off-site experiences and city-wide marketing campaigns to maximize your visibility and reach.
Combining Analog and High-Tech Elements
Balancing Fun with Functionality
A standout trend was the balance between analog and high-tech design elements. While some exhibitors dazzled with digital walls and tech-driven games, others opted for hands-on activities like spin-the-wheel contests and personalization stations. This mix of digital sophistication and tactile engagement kept the experiences approachable and varied.
Key takeaway: A mix of analog and digital activations appeals to a broader audience and provides diverse ways for attendees to interact with your brand.
Make Your Booth a Destination
Fun and Enjoyment as a Draw
More than anything else, the overall vibe of RSA's show floor emphasized one thing: FUN! Whether it was playful themes, celebrity appearances like Tony Hawk and Super Bowl winner, Aziz Shittuor, or engaging games, exhibitors prioritized creating enjoyable experiences that left attendees smiling.
Key takeaway: Work doesn't have to feel like work. By designing displays and experiences that are genuinely fun, you help attendees connect with your brand on a more personal level.
Transform Your Next Exhibit with Us
The trends we've highlighted demonstrate that the future of exhibit design is about creating standout, memorable experiences. If you're ready to design an exhibit that embraces these trends, aligns with your brand, and takes your presence to the next level. We're here to help.
Contact us today to get started on a custom exhibit design that will leave an unforgettable impression at your next trade show.
