The future of trade show booth concepts: this is the new hospitality

by Julia Pott

The global coronavirus pandemic has not only had a severe economic impact on trade shows and exhibitions, but it will probably also prompt sweeping industry changes in the future. Digital technologies that facilitate virtual events and meetings are more popular and in-demand than ever. But can virtual conferences and digital communication truly replace the value of face-to-face events like trade fairs? It’s highly unlikely because the personal networking experience is far too rich and important for that to be the case. Nevertheless, the crisis might lead to successful ideas and concepts for trade fair design and booth construction that also offer post-pandemic benefits.

“A virtual trade show may be the right format for certain topics or occasions. However, these days we can all sense that there is truly no substitute for an in-person trade show experience and the physical connection with other participants,” says Jan Mol. Large-scale B2B events benefit from face-to-face communication not only in terms of one-on-one conversations, but also as it relates to the physical presentation of products. Depending on the industry, exhibited products need to be experienced and explained as they are often sensory in nature.”

Undoubtedly, the new hygiene and social distancing guidelines will affect how the floor space of a trade show booth is structured in the future. Mol expects changes in function and design of the space, and not just because of the coronavirus. "In the future, booth design will attribute less space for product presentations and allow more room for person-to-person contact – a better chance to take care of guests." Even before the coronavirus crisis took center stage, Jan Mol noticed a trend that has companies no longer showcasing their complete portfolio at their booths but creating live presentations that highlight selective products.

Meanwhile, detailed product descriptions can be made readily available via digital signage, tablets, landing pages, apps or catalogs. Modern technologies offer countless ways to create an exciting product presentation. Whether it’s in-person, by using added digital displays, virtual or a combination of everything – the only boundaries are set by budget constraints and creativity. Having said that, exhibitors must carefully consider the optimum use of technology to maximize effect.

Jan Mol doesn’t see a future for VR headsets in the trade fair arena. “In the past few years, it was quite ‘trendy’ to have virtual reality glasses at trade show booths. Some guests used them to watch presentations or move in a virtual world. Yet visiting a trade show is all about the full experience, an experience you share with others, which is what makes it so much fun. However, visitors share nothing and don’t connect with others when they put on a VR headset. ”

In contrast, he recognizes great opportunities for 3D graphics and augmented reality (AR). Exhibitors can use 3D visualization to present products with no additional hardware. Multiple visitors can view a presentation at the same time, while booth staff can simultaneously service and help the guests. AR solutions allow trade fair visitors to use their smartphones, tablets, and apps to access detailed information and displays. “You simply point your cell phone’s camera at the screen, a code, or the product and look at the relevant information at your leisure. The interaction between technologies and people will become increasingly important,“ says Mol. The apps and websites visitors enter via their smartphones help exhibitors gain direct access to potential customers. Apart from facilitating product presentation, this platform can also be used to exchange contact information and connect at a later date.

If trade shows and exhibitors focus on 'quality versus quantity' and trade fair visitors have limited ways to maneuver, exhibitors should definitely make it worth their while and wow their guests. Stefan DeCroos, CEO of beMatrix, agrees: "People attend trade shows to have an impressive experience, to do and learn things." Moving images, multimedia presentations, LED video walls, 3D animation, a play of light and creative trade show booths – a look inside the EuroShop 2020 exhibition center and the Expo and Event Marketing sector showcases the many highlights exhibitors and trade show booth construction had to offer – even in pre-Covid life.