How to add the element of surprise to your exhibition stand

Experimentation and interaction are the two constantly evolving concepts in the world of trade shows. They go hand in hand with the advancement of technology used in booth design and engagement strategies to maximize results.

It's no longer enough to simply “present” products and services — the level of interaction between people and the company must be higher, more meaningful, and truly effective.

Today’s (and tomorrow’s) exhibition stand must be designed and developed following a logic that incorporates the element of surprise through emotional engagement with visitors.

We know just how important trade shows are for companies: they offer the opportunity to connect with potential clients and partners, to “show off” their innovation, experience, and ability to take action.

All companies attending trade shows share the same goal: to engage people and prompt them to take action — whether it’s a simple handshake or professionally gathering and segmenting data — they all want to make an impact.

But not everyone succeeds. Those who do are the ones able to assert their authority by harnessing the full potential of their exhibition stand — often through the creation of emotional, immersive experiences.

And those who manage to add the element of surprise are one step ahead of the competition.

So, how do you truly surprise people?

It all starts before the event even begins.

Reaching out to your audience months in advance — through digital channels or more direct forms of interaction — helps to build a relationship, generate interest, and ensure they are ready to be amazed when they visit your stand.

Create meaningful conversations that spark curiosity while keeping just enough mystery to unveil during the actual event.

Social media, print media, and direct marketing are all powerful tools companies can use to nurture the element of surprise with their potential leads.

Storytelling: Tell Stories That Inspire

What’s the story behind your company, product, or service?
What emotional, engaging elements can you share?

Traditional brochures have become sterile — glossy materials that serve more as ego-boosters than tools for real connection.

Using storytelling means building a compelling narrative around your brand to generate emotion and interest, and communicating it through every possible channel. In our field, we often use multimedia solutions: emotionally resonant videos displayed on ultra-high-definition devices such as giant LED walls that truly capture the eyes — and hearts — of visitors.

These videos are powerful tools to outperform the competition — but they’re just one part of a greater strategy.

Engage the Five Senses to Move Your Audience

A beautiful stand that doesn’t attract attention isn’t enough to ensure success.

By stimulating all five senses, you can create a truly unforgettable experience — one that draws people in and encourages real interaction with your team.

Sight: Use high-resolution displays, LED walls, holographic projections, VR and AR to create fully immersive experiences.

Smell: Scents evoke strong emotions. Fragrances can trigger positive sensations and create a memorable visitor experience.

Touch: People love to touch, test, and experience with their hands. This tactile interaction helps build connection and confidence — just think about how auto shows let attendees sit inside and explore vehicles.

Hearing: Carefully curated audio environments can guide emotions. From volume to rhythm to tone of voice — every sound choice can be tailored to your target audience.

Taste: Not just for food & beverage brands! Any company can set up a refreshment area, even featuring a professional chef, to entertain visitors during demos or offer tasting experiences that make a lasting impression.

Think Outside the Box and Be Truly Innovative

An exhibition stand is not a static space — it's a dynamic environment where you can stand out not only through technology but by embracing the latest marketing and communication trends.

Use gamification, themed flash mobs, or unique experiences that stimulate surprise and set you apart from the usual cold, uninspiring setups.

To truly innovate, break out of pre-set formats and explore bold ideas that align with your brand and goals.

Our Expertise at Your Service

Designing a functional and effective exhibition stand is no easy task. You need clear goals that can be translated into a successful project.

We work to help you build stands that truly outshine the competition — using every element of surprise that others might overlook.

We can do this because we see our work not just as a service, but as a mission to meet — and exceed — your expectations.