With the countdown to 2018 now fully underway, Exhibition World hears from Jim Challenger, exhibition display specialist at Leach Impact, about his predictions for next year’s exhibition stand trends…
Anyone involved in the world of events will no doubt agree that this is an industry which never stands still. Halls and arenas continue to be packed with ever-changing brand displays and engagement mechanisms that strive to make best use of every square metre, whilst sparking that highly sought-after dialogue with the people that pace up and down the aisles.
So, in an environment where innovation is so commonplace, what is on the horizon for exhibition stands in 2018?
Some of my key predictions are:
- The growth of experiential displays
The events industry is not the only one to prioritise experiential environments as preparations for 2018 unfold. Consumer demand for VIP treatment and more contextual/memorable surroundings is continually rising throughout a number of markets, including retail, hospitality and leisure, to name just a few. Brands will therefore seek new ways to introduce interactive displays onto their stands, like never before.
We trialled a ‘co-production’ concept on our own stand at the Museum Next conference in Rotterdam this year, for instance. Delegates from the world of museums and heritage were invited to create their own displays using the giant cubes that we’d made available, which reinforced an emerging trend/opportunity in that sector.
But there are so many ways to heighten the interactive and eye-catching nature of stands. Even the careful use of in-built LED effects, for example, will create the sense of movement, for exhibitors with budget restrictions.
- Small won’t mean sacrifice
Whilst some events – and budgets – will naturally lend themselves to smaller exhibition stand spaces, size will no longer mean sacrifice when it comes to delivering the ‘wow factor’ for visitors.
The upsurge in targeted networking events, for instance, means brands may only have six to ten square metres to play with. But innovation within the display market means exhibitors can now look beyond the traditional pop-up banner when it comes to their on-stand graphics.
Ultra-thin lightboxes provide just one way to deliver striking visuals and illumination despite the space constraints. Such products are transportable and reusable too, which gives exhibitors even more reason to say ‘no’ to the more commonplace and clunky pop-up alternatives.
Being able to cleverly ‘dress’ smaller exhibition space without breaking the bank but whilst still drawing visitors in, will see exhibitors achieve some powerful cost per lead rates from such events moving into next year.
- The use of shape
With space typically sold according to square metres, the temptation remains for stand designs to be relatively angular in their aesthetics. But regardless of a brand’s event footprint, exhibitors can – and should – start to introduce more shapes and fluidity, through the use of bespoke hanging, curved, double-curved and 3D structures.
- Protection of environmental credentials
Organisations in virtually every sector are being pressured to think more carefully about their protection of the environment. In the exhibition arena, this means that a contractor’s ‘green’ credentials cannot simply be an afterthought.
Where single-use stand materials are no longer required, for example, efforts should be made to ensure as many component parts as possible are salvaged for recycling. However, in line with the UK’s waste hierarchy, material re-use should be an even greater priority. 2018 will therefore inevitably see a rise in the use of lightweight yet durable modular stands that can be repurposed at numerous events.
Of course, nobody has a crystal ball so it is impossible to describe exactly how the next 12 months will pan out. However, a number of key industry trends and debates certainly point to a focus on experiential displays, clever use of space, shape, and the environment.
