Having just returned to the office, I thouight I'd share my "off the cuff" impressions of design trends at the Exhibitor07 trade show.
Overall I think the level of creativity and sophistication was higher this year than most years, maybe ever. Even the trade show signage and properties were much nicer this year.
Subtlety seemed to be the key in themes, environments, messaging, and execution. Graphics were diffuse, messaging was soft and subtly integrated through tone on tone applications.
I felt like there was much more of a focus on environments rather than billboards. Exhibitors defined the borders of their exhibit with walls or graphics that created a closed or at least segregated environment within their space rather than broadcasting outward.
Fabric and metal continue to be dominant materials of choice although natural materials were used in many areas to soften the harshness of industrial materials. Grasses, bamboo, woods, and river stones were all popular additions to accomplish the desired effects. Acrylics and films were also abundant in their use.
There was a richness and depth to many of the designs that was achieved through layering of different materials and textures. Multiple layers of diffuse fabrics that, although they were static, when viewed together in a layered fashion they created an implied motion that engaged the viewer.
Lighting-technology that was once the exclusive domain of theatrical productions or big budgets, is now available and being used by the everyday exhibitor. Led technology, color kinetic lighting, and electroluminescent lighting are all coming down drastically in price and have developed user interfaces that don't require exhibitors to have a collegiate degree in electronics to program.
The green movement has entered the consciousness of trade shows and a handful of companies are exploiting it. Some better than others and some providing more than just lip service.The exhibit industry is developing a fetish with small, almost micro sized flat panel displays. Really cool but how effective can they be?? Having said that I still stopped and looked at every one of them....
I'd like to hear your impressions of Exhibitor07, simply click on the comments button below.
Mike Zalles
VP of Product Innovation
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