4 Trade Show Exhibit Design Challenges and Solutions

Trade shows offer brands a unique platform to connect with target audiences, showcase products and services, and build lasting relationships. However, designing a compelling exhibit that achieves these goals is no simple feat. In this guide, we reflect upon some of the challenges clients face and share our exhibit design solutions that delighted and inspired audiences.

Balancing Visibility and Intrigue

Brands commonly face the dual challenge of standing out and sparking curiosity. It's crucial to capture attention and encourage attendees to explore the exhibit, but revealing too much at first glance diminishes the element of surprise and reduces dwell time. Finding the right balance between visibility and intrigue is key to maximizing engagement and creating a memorable experience.

Dematic's exhibit at ProMat 2025 is an excellent example of how to strike this balance. The exhibit was visible from a distance, drawing the attention of attendees. Dematic’s logo was placed along the perimeter in a way that maintained mystery, hinting at the space’s purpose without revealing it entirely, creating a sense of intrigue. Taking a subtle approach encouraged attendees to enter the exhibit and spend time within the immersive experience to garner a complete understanding of Dematic’s offerings.

Refreshing the Experience While Reusing Existing Exhibit Components

Reusing elements from past trade show exhibits offers key benefits like sustainability, cost savings, and consistent branding. Brands often want to capitalize on the success of previous exhibits by incorporating components that resonated with audiences. However, the desire to maintain continuity must be balanced with the need to keep the exhibit fresh, innovative, and engaging for returning attendees. Striking this balance is challenging, as brands must find ways to update the experience while preserving the core elements that define the brand’s identity.

Dematic's exhibit at ProMat 2025 also demonstrated how to successfully refresh an experience while reusing existing components. Hamilton worked closely with Dematic to identify the most impactful elements from their MODEX 2024 exhibit and incorporate them into a new design. By maintaining key components, Dematic was able to reinforce their brand identity and capitalize on the success of their prior trade show appearance. Recognizing the importance of innovation, the experience was refreshed with a doubled footprint and the integration of new technology and design elements. The exhibit showcased Dematic's continuous evolution while maintaining a strong connection to their established brand identity.

Creating Multiple Experiences Within a Unified Space

Attendees often seek diverse experiences, ranging from immersive product demonstrations and educational opportunities to networking spaces and areas for private conversations. Brands strive to maximize dwell time and offer a rich, multifaceted experience that caters to these diverse needs. However, creating multiple distinct experiences within a single, cohesive space can be challenging, especially when working with limited square footage.

Elanco's Zen Garden at VMX 2025 is an inspiring example of how to create multiple experiences within a unified space. Hamilton designed the exhibit to align with Elanco's "Reach for Zen" campaign, crafting a Zen-themed relaxation area that offered attendees a variety of engaging experiences. One side of the space featured a serene sandpit, hydration station, and gazebo meditation area, providing a calming retreat for attendees to unwind and recharge. The gazebo also hosted scheduled yoga classes, adding an interactive element to the experience. On the other side, a floral crown activation offered a creative, hands-on experience that complemented the overall theme. By carefully selecting and arranging these diverse elements, a cohesive environment was seamlessly integrated, combining relaxation, creativity, and subtle branding.

Working With an Angled Layout

Trade show exhibit spaces come in a variety of layouts, each presenting unique challenges and opportunities. While a standard, rectangular exhibit space may offer ample room for design flexibility, brands may sometimes opt for a more challenging layout, particularly if it is in a high-traffic location. Angled layouts, in particular, can be difficult to work with, as they necessitate careful consideration of traffic flow, sightlines, and space utilization.

Interfaceware's exhibit at HIMSS 2024 showcases Hamilton's expertise in working with challenging layouts. Initially, Interfaceware secured a 20 x 30 exhibit space, but later negotiated a more strategic location with an angled layout. Although the new space was smaller, it presented an opportunity to create a high-impact exhibit that effectively utilized the available space. Hamilton designed a sculptural centerpiece that symbolized Interfaceware's logo and software integration capabilities, incorporating an impressive LED display and captivating motion graphics. The structure was carefully positioned to optimize traffic flow and draw attendees in, while seamless branding ensured a cohesive, impactful message. By leveraging creative design solutions and strategic space planning, Hamilton transformed the angled layout into an immersive, engaging environment that effectively communicated Interfaceware's value proposition.

Partner with Hamilton

By partnering with Hamilton, you gain access to a wealth of experience, creative problem-solving, and innovative solutions that will elevate your brand and create engaging, immersive experiences that leave a lasting impact on your target audience.

Hamilton is a full-service experiential and event marketing agency with a 75-year legacy creating immersive brand experiences for companies worldwide. We design, produce, and execute integrated experiences – exhibits, events, environments, and digital solutions – that drive meaningful connections between brands and their audiences.