Edward Marshall is co-founder and creative director at Motive Exhibitions, a UK-based company dedicated to building and installing custom exhibition stands. For more information, visit MotiveExhibitions.co.uk.

Exhibitions and events thrived in 2024, as businesses and brands seize the opportunity to connect face-to-face with their target audience and showcase their products and innovations. International business travel experts BCD Meetings & Events (BCD M&E) have published their eighth annual “What’s Trending 2025” report. It explores key themes across meetings and events, with global and regional perspectives, while diving into topics such as how geopolitical influences, the need for personalization, sustainability goals and evolving technologies impact an organization’s approach to their M&E programs.

Understanding these emerging trends can help you and your business stand out, engage your audience and maximize your impact at future events.

As 2025 begins, now is the perfect time to explore the key predictions shaping the industry — from new materials and sustainable practices to advanced technologies driving visitor interaction — and planning ahead ensures that your next exhibition stands out in a competitive landscape.

Sustainability takes a central role

Last year, I predicted sustainability would take center stage in the exhibition industry, and I was spot on. Exhibitions have a reputation for being tough on the environment, and we’re seeing a lot of change. Sustainability is now key to exhibition planning. Sustainable materials have become standard, and demand is growing  for reusable stands.

Event organizers also face increasing pressure to tackle their carbon footprint. More people are asking questions about the materials used in stands and how they’re transported — so the events sector has to be more transparent and accountable about its use of resources. Sustainability schemes like Trace by Isla, ESSA’s Sustainability Accreditation and ISO 20121 are helping push the industry toward greener practices.

But the drive for sustainability isn’t just changing stands — it’s shaking up entire shows. Take InstallerSHOW, for example. Its success has sparked the launch of elementalLONDON in November 2025, focused on improving building efficiency and innovation.

It’s great to see brands becoming more conscious of their exhibition impact. Sustainability is now about the whole event experience, including who you partner with. But there’s more to do. It’s disheartening to see perfectly good materials discarded after a short event. More brands are asking us for greener, more sustainable stand solutions.

So how do you capitalize on this trend in 2025? Make sure you’re considering sustainability at every stage — design, materials, production, transport, installation and even freebies. And encourage exhibitors to hold their suppliers accountable for their environmental impact. That’s the path to a sustainable future for the environment and the events industry.

Digital tools and immersive experiences

Digital tools and experiences are taking exhibition stands to the next level. With reliable Wi-Fi, brands can now instantly share information, book follow-up meetings and send virtual swag bags before visitors leave the space.

Interactive screens and video walls can do more than showcase products  — they’re a way to get creative, immerse visitors in your brand story and keep them engaged for longer. Digital tools also reduce your carbon footprint and save on shipping costs, as you don’t need to bring in as many physical products.

But it’s not just about clever tech. It’s about using multisensory tools to make your stand feel more dynamic and engaging. By using the right colors, lights and motion, you can create imaginative, memorable experiences that bring your message to life.

Design tips:

• Less is more: Don’t overwhelm visitors with too many screens. A few strategically placed displays will do the trick without making the stand feel crowded.
• Balance digital with physical: Digital elements should complement the rest of your stand, to create a cohesive, inviting space that gets people involved.
• My top tip: Put the visitor first. What do you want them to think and feel about your brand? Create a story that resonates with your brand values or the experience they can expect by partnering with you. Think differently and use digital tools to bring your ideas to life and make your brand memorable.

Turn your exhibition stand into an experience

At most industry shows, you’ll find the same exhibitors and products, and visitors can get fed up with things they’ve seen before. But this presents an opportunity — because it means anything new or novel is an instant win.

We’re seeing more exhibitors moving away from hard selling and instead focusing on engaging visitors, telling stories and building real connections.

Savvy brands are now using their stands for social interaction, and it’s making a huge difference. Visitors stick around longer because they’re not just being sold to — they’re having a conversation, a shared experience, even fun.

Demos, where people can touch, feel and experience products in action are now essential. In some industries, like food and drink, trade shows are the biggest sales opportunity, so it’s crucial to get really creative with your stand.

Take lunch! at ExCeL London, for example. This popular event celebrating food-to-go and cafés sees brands engaging visitors in interactive ways that keep them coming back for more.

We’ve seen this trend work at all kinds of exhibitions. One of our tech clients had a stand at the height of summer (on the hottest day of the year, no less). To make it unforgettable, we brought a branded ice cream bar. Visitors stopped by for a cooldown and of course stayed longer than they would have if it was just more “sales, sales, sales!”

I predict we’ll see more stands with games, competitions and free food and drink in 2025. We’ll still see the usual giveaways like pens and lanyards, but let’s face it — people pick those up and walk away. At recent exhibitions, we’ve seen Budvar’s interactive “beer tree” and “Czech your pour” competition, and Brew Tea’s personal tea blend station. It’s all about creating fun, memorable interactions to get people talking and spend more time at your stand.

Great lighting draws crowds

In 2024, lighting has gone from a simple necessity to one of the most important tools for creating a stand with impact. It’s key to setting the right atmosphere and drawing visitors in.

LED Flex and faux neon signs are everywhere, and they’ll keep turning heads in 2025. These new reusable lighting solutions are an affordable way to grab attention instantly. Not only do they pop, but they’re smart for your budget, too. Whether it’s your logo, a key message or a focal point of your stand, these lights make sure your brand stands out. LEDs can even be used for lasers, projected logos and shapes to make your stand even more dynamic.

Our clients get creative with lighting, from color-matched LEDs in meeting areas to mood lighting in hospitality zones — even wall sconces that feel more like a cocktail bar than an event hall. It’s all about setting the right tone, and with so many LED options, your perfect ambience will be easy to achieve.

Lighting isn’t just about style — it’s a necessity. Some venues, especially those with a lot of glass, may not let in enough light during the winter months. That’s where your stand lighting comes in. You’ll find yourself in the shadows of your competitors if you don’t light your stand properly. Shell scheme booths often get hit hardest — three walls create shadows, and inexperienced exhibitors who set up their own stands risk getting lost in the dark.

Remember that good lighting can be the difference between visitors flocking to your stand or walking past.

Use natural materials to tell your brand’s story

Exhibitions are changing, and so is stand design. Vinyl walls and polished worktops are out — tactile, natural materials are in. Brands want to connect with people genuinely, and what better way to do that than with materials that feel authentic and grounded?

Natural materials like hessian, raw timber (plywood, OSB, rough-sawn timber), concrete and recycled acrylic are popping up everywhere. They give your stand that earthy, sustainable vibe visitors can actually feel. And it’s a clever way to showcase your brand’s values without saying a word.

Be sure your materials are ethically sourced. It’s not just about looking good; it’s about doing good, too. Not all modular systems are created equal, so it’s worth finding the source of your materials.

Savvy planning for the whole event calendar

By planning your exhibition schedule for 2025, you can design a stand that works across multiple events.

If you’re exhibiting multiple times a year, you have two main options. Renting your stand is a great idea, keeping things cost-effective and adaptable. But if it’s more often, it makes sense to invest in a reusable stand, adapting its design to suit each event.

This way your exhibition strategy is sustainable and flexible, helping your brand stand out at every event in 2025, without breaking the bank. | AC&F |