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T he cancellation and reorientation of the imm cologne shows that the trade-fair industry is
once again at a turning point: classic concepts are losing their appeal, while digitalization,
sustainability and changing visitor needs are presenting new challenges and once again forcing the
trade-fair industry to change. However, the central question remains: are trade fairs really still in
keeping with the times? The answer is clear: absolutely – if they manage to come up with intelli-
gent concepts... Trade fairs have always been places for meeting, exchanging ideas and innovation.
But the conditions are changing rapidly: multiple global crises, economic weakness, technological
change and a growing awareness of ecological responsibility are forcing the trade fair industry to
fundamentally reorient itself. Also, there is growing pressure to compete with digital formats and
hybrid experiences as a meaningful and indispensable component of brand communication. Trade Foto: VAVE Studio, Shanghai/Xintiandi Design Festival, Shanghai
fairs can be more than just product presentations, they have the potential to inspire people and
drive innovation. But to succeed, they need to become more intelligent – in every respect.

Emotional, social and ecological intelligence

Trade fairs have to assert themselves against digital channels: the simple presentation of products VAVE verwandelt Spiegelbilder mittels KI in Tierbilder. • Transforming mirror images
or services is becoming less important when the same information is also available online. The
future therefore lies in real experiences: visitors want to immerse themselves in multisensory
spaces that tell stories and create an emotional connection with the exhibitor – surprising presenta- Eigenes Kunstwerk: „Mirror Me“ von Elastique • Your own work of art
tions that involve and touch. The more emotional the experience, the longer it stays in the memory.
Formats that enable networking and dialogue and put people first must e gain more importance
in the future: The aim is to create attractive spaces for communication and collaboration, because
the trade fair is increasingly becoming a social platform. Sustainability is no longer a trend, but a
basic requirement for future-oriented trade-fair design: materials should be recyclable or even bio-
degradable, constructions, modular structures and presentation furniture should be reusable and
the carbon footprint should be minimal. Ecological intelligence means conserving resources without
losing sight of aesthetic and functional requirements.
Foto: Henry Marek Hilge, Frankfurt/Main
Modular, economic and modular intelligence

Exhibition stands must be as flexible as the markets they serve. That is why forward-looking exhi-
bition design relies on modular systems that can be adapted to different stand sizes, topics and
target groups. An exhibition stand should work like a construction kit: Individual elements can be
recombined, added to or reduced. Shrinking budgets and smaller stand spaces are increasing the
pressure to find creative solutions for maximum impact with minimal effort. Clever low-budget Urbane Inszenierung von Mario Cucinella Architects • Urban staging
concepts rely on strong visual accents, multifunctional elements and precise messages and attract
just as much attention with original ideas, interactive installations or sustainable design. The art of
making a lot out of a little will be the focus in the future.
Artificial, technological, artistic and urban intelligence

From planning to implementation: AI is becoming a game changer. Not only in the design of the exhi-
bition but also in the analysis of visitor flows and data. The challenge for the future, however, will
be to use technology in a way that remains human and does not overwhelm. The pandemic and the
climate crisis have demonstrated the value of flexible, hybrid formats. However, it is clear from the
hype that they have not become the norm. The aim for the future is not to completely replace the in-
person trade fair, but to make targeted use of digital tools such as augmented reality (AR), virtual reality
(VR) and interactive displays. The future lies in the intelligent linking of real and digital experiences
that combine the best of both worlds. Art is a powerful medium for telling stories. It is no coincidence
that high-profile collaborations between artists and brands have become a long-standing tradition:
well-known artists not only attract attention, but also offer new aesthetic experiences, test the limits of
brand perception and thus tap into new target groups. Trade fair appearances are increasingly moving
out of the traditional halls and into urban spaces. In the future, they will not only become functional
extensions, but also interactive, social and creative contributions to urban life with mobility, flexibility
and dialogue with the surrounding area playing a central role. Public space is becoming a stage.
Buchtipp

Foto: Walter Vecchio, Bologna
Brand Experience & Trade Fair Design Annual 2025
Herausgegeben von Janina Poesch.
Erschienen 2025 bei av edition, Stuttgart.
Deutsch/Englisch. 264 Seiten. Hardcover. Format: 23 × 31 cm. 88,00 EUR.
ISBN 978-3-89986-427-4

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