What Europeans Don’t See Coming in America
September 9, 2026
A European exhibitor walks onto an American show floor on move-in morning, picks up a case to carry it to his booth, and a man
A European exhibitor walks onto an American show floor on move-in morning, picks up a case to carry it to his booth, and a man
I once spent the better part of a day in an American hall beside a booth I could not take down, waiting for my own
EuroShop, 2020. After years of designing and building booths across Europe, I arrived on site quietly confident. I should not have been. I had misread
