In the dynamic world of trade shows, where innovation and engagement collide, 2024 promises to be a year of transformative trends that will reshape attendee behavior, design floor plans and product choices. As we look ahead at the trade show landscape, let’s delve into the key insights that will define the experiences of planners, exhibitors and attendees alike.
Creating an Engaging and Productive Experience for Attendees
The heartbeat of any trade show lies in the interactions between planners, buyers and exhibitors. In 2024, we anticipate a continued shift towards more intimate and personalized engagements. Attendee behavior on the show floor will incorporate more connection-based areas for one-on-one meetings reflecting the importance of fostering meaningful connections in a more focused setting, where attendees can delve into deep discussions with exhibitor partners.
At the forefront of this evolution is the emergence of design-specific and brand-intense exhibits. As witnessed at the 2023 IMEX America in Las Vegas, the trend is about creating an immersive brand experience. Exhibitors are seeking furnishings that go beyond functionality and are personalized to their brand. They want the statement furniture, injecting vibrancy and creativity into their in-person booth appointments. They want stand-out pieces that deliver the wow factor and are customizable to fit the brand or theme.
Purposeful Design to Foster Connection
In 2024, the design of trade show spaces will take center stage, focusing on creating environments that cater to different ways attendees work and interact. Attendees experience events in various ways, which necessitates a variety of spaces for large group networking, one-on-one interactions, small social group meetings and individual semi-private spaces for mobile work.We’re starting to see the “resimmercial” aesthetic – which combines aspects of a home into the corporate workspace and was once confined only to lounge spaces – now sneaking into “business zones,” including one-on-one appointments. Purposeful design, employing furnishings to achieve specific goals for networking, learning, engagement, demonstration and discovery, will be a key focus. Functional pieces like powered seating will be important, along with the need to offer semi-private spaces for working during shows and conferences.
Biophilia — a love of living things — continues to be a driving force, with greenery being used not only for aesthetic purposes but also to divide and soften spaces. We are also seeing large seating configurations for group networking make a comeback, with attendees embracing the communal experience of sharing sectionals and seating areas. The trend of low or warmer lighting is set to gain popularity, creating inviting environments throughout lounges.
Look out for the emerging trend of “envy” design spaces. Companies are creating more visually impactful workplace designs to entice workers back to the office more frequently. These unique, Instagramable aesthetics ideal for live streaming from company headquarters, enable brands to showcase their workplace as a vibrant, enjoyable and social environment, while employees can post these alluring environments on social, giving the brands increased visibility. We’ll see this concept in trade show and exhibit design, where brands want to create areas that are memorable for attendees to photograph for their personal stories.
Impactful Biophilic Elements and Personalized Products
As with design, we’re seeing the biophilic trend continue with products to reflect a deep connection with nature and personalization. Greenery will dominate exhibitor spaces, with booths incorporating natural materials, plants, organic shapes and neutral colors. Furniture pieces that build on beige, browns, light grays and green, are poised to become favorites for these settings. The omnipresence of warm, organic furnishings and décor, coupled with abundant greenery, is a testament to the desire for spaces that exude calm and serenity and make attendees want to linger and engage.
Expect soft seating, including accent chairs and ottomans, to be in high demand for creating small campfire-style seating configurations for impromptu meetings. The devil will indeed be in the details with personalization, drape and uplighting playing a crucial role in creating memorable experiences.
As we step into 2024, the trade show landscape is set to transform, driven by a convergence of intentional design, personalized engagement and a deep appreciation for the evolving needs of attendees. The coming year promises a vibrant landscape of experiences, where every detail will play a crucial role in shaping the future of trade shows, conferences and large corporate events.
Guest blogger: Kevin Dana is executive director of marketing and product development at CORT Trade Show & Event Furnishings, a leading provider of furniture rental for the meetings and exhibitions industry. https://www.tsnn.com/blog/navigating-future-trade-shows-glimpse-2024-trends
