About the Then & Now Content Series
The Then & Now series written by Kerstan Szczepanski was originally published in the Exhibit City News 30 Year Anniversary book. The series is a collection of aspects of the show floor that have changed over the last 30 years. The content covers an overview of the last 30 years and is not intended to be an insight into every change, but a broad overview. Many things have changed over the last 30 years and will continue to change.
To see the original layout of this article, please visit page 154 of the 30 Year Anniversary book.
The Evolution of Exhibit Design
Remember when having the biggest logo and a stack of brochures was the key to a successful tradeshow booth? Oh, how times have changed! Let’s see how exhibit design has gone from basic product showcases to immersive brand experiences that may have made even Walt Disney jealous.
The 1990s: Function Over Fashion
In the 1990s, exhibit design was primarily focused on functionality. Booths were often simple and modular, with standard configurations that were easy to set up and break down. The emphasis was on maximizing the use of space within the constraints of the tradeshow floor.
Booths were cookie-cutter setups—metal frames, vinyl banners, and layouts that felt standardized. Branding was important, but options were limited. You slapped your logo on a banner, set out your products, and hoped for the best. Interactive displays? That usually meant a fishbowl for business cards or candy.
The 2000s: Brand is the New Black
When we hit the new millennium, exhibitors realized that maybe standing out from the crowd wasn’t such a bad idea after all. Custom-built booths started popping up everywhere. Suddenly, your exhibit could be as unique as your company’s “synergistic solutions.”
Technology made its big entrance. Screens the size of small apartments and interactive kiosks made everything feel futuristic. It wasn’t just about showing up anymore—it was about showing off.
The buzzword of the decade? Brand-centric design. Everything, from the color of your booth to the shape of your displays, had to scream, “This is us!” Think of it as the MySpace of tradeshow booths but with less ranking friendships and more ROI.
The 2010s: Step Right Up and Experience the Brand!
If the 2000s were all about looking different, the 2010s were about feeling different. Welcome to the age of experiential marketing, where just seeing a product was so last decade.
Booths morphed into immersive brand worlds, part architecture, part tech wizardry, and part Disney Imagineering. Test drive a car without leaving the show floor?
Sure thing. Take a virtual tour of a product that doesn’t even exist yet?
No problem.
Open layouts became the norm, inviting attendees to wander in, stay awhile, and maybe even talk business. Slowly, sustainability became more than a buzzword, too. Eco-friendly materials and energy-efficient designs were as important as the post-show cocktails.
The 2020s: Welcome to the Matrix (But Make It Eco-Friendly)
Just when we thought exhibit design couldn’t get any more high-tech, the 2020s arrived. Today’s booths are tech marvels—holographic displays, AI-driven personalization, and multisensory experiences—that turn exhibits into something between a TED Talk and a theme park ride. You’re not just seeing the product anymore, you’re hearing, smelling, and sometimes even tasting it.
The real magic? Data. That fancy lighting display? It’s probably adjusting based on foot traffic. The content on that huge screen? Changing in real time depending on who’s standing in front of it.
And sustainability? It’s not just a trend, it’s a way of life. Booths are built with materials so eco-friendly you could practically plant them and expect a tree to grow.
The Future is Virtually Here
Looking ahead, the line between physical and digital experiences blurs faster than your vision after a long tradeshow day. Hybrid events are taking the excitement of in-person exhibits and bringing them to global audiences with virtual elements that are anything but an afterthought.
Exhibit design today reflects a world that’s more connected, more conscious, and more focused on creating meaningful experiences. From simple product displays to full-on brand experiences, we’ve come a long way since the days of folding tables and handshake deals.
