It’s Time to Reinvent the Trade Booth

As much as brands pour their energy into the things they sell, it’s a mistake to think that those products alone will make a trade show booth stand out, no matter how new or innovative those products are. If you’ve ever walked the dizzying miles of a trade show floor and experienced the visual exhaustion than sets in soon after the first or second aisle of product display after product display, you might agree that it’s time for a rethink.

Let’s put ourselves in an attendee’s shoes for a moment. What would one be more likely to notice – a booth that looks like yet another displaced product showroom, or a dynamic installation with a story to tell? A visually striking site installation with a narrative that demonstrates a brand’s environmental, cultural or social relevance, perhaps?

Brands traditionally think of trade shows as a way to promote their products to their industry. But if instead, we perceived trade shows as an opportunity to demonstrate a brand’s relevance to society, those brands would give people a more compelling reason to consider their products. Instead of just replicating a showroom, lets think of the trade booth as a “hook” and aim to reel guests in with a story that inspires.

Imagine if the famed Swedish brand Hästens left their stunning beds behind and instead collaborated with a designer on an art installation incorporating their iconic blue check. Or if Knoll collaborated with a sculptor to create an oversized mid-century modern Bertoia chair, large enough to walk under, Gulliver’s Travels style? Their booths would not only stand out, but also become something delightful to make noise about.

You may be thinking, “That sounds expensive,” or, “Only big brands can afford big booths with powerful installations.” But if you ask us, small is not the problem. Lack of imagination is the problem. The size of a booth does not have to dictate the size of our ideas, resourcefulness or creativity. Small brands have a tendency to – but absolutely shouldn’t – think small. Interesting ideas and self-assured vision have a way of standing out, despite square footage.

The American avant-garde composer John Cage once observed, “I can’t understand why people are frightened of new ideas. I’m frightened of the old ones.” Yet, doing something unconventional to get noticed can be intimidating. In fact, brands (and the humans behind them) can be equally afraid to stand out as they are to get noticed. But if we let the fear of loosing existing customers govern us completely, we resign ourselves to the same-old, safe, cookie-cutter approach that is sure to exhaust all our tired eyes at the next trade show.

In our next post we’ll look at brands that have been courageous about taking on risks, have reaped their just rewards and are encouraging others to do the same.

hästens trade show booth
hästens trade show booth
Knoll trade show booth
Knoll trade show booth
ROBERT THERRIEN’s monumental sculpture
ROBERT THERRIEN’s monumental sculpture
ROBERT THERRIEN’s monumental sculpture
ROBERT THERRIEN’s monumental sculpture
Lee Broom LIGHTS exhibition display
Lee Broom LIGHTS exhibition display
Brunner group SEATING EXHIBITION display
Brunner group SEATING EXHIBITION display