In conversation with Edward Marshall, Co-founder and Creative Director at custom exhibition stand company Motive Exhibitions
Exhibitions and events have been thriving in 2024, with businesses and brands seizing 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. The report explores key themes across meetings and events, with global and regional perspectives. ‘What’s Trending 2025’ dives into topics such as how geopolitical influences, the need for personalisation, sustainability goals and evolving technologies impact an organisation’s approach to their M&E programmes.
Understanding these emerging trends can help you and your business stand out, engage your audience and maximize your impact at future events.
With 2025 on the horizon, 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. Planning ahead ensures your next exhibition stands out in a competitive landscape.
Sustainability takes a central role
Last year, Ed predicted that sustainability would take centre stage in the exhibition industry – and he was spot on. Exhibitions have a reputation for being tough on the environment, and we’re seeing a lot of change. Sustainability now takes a central role in exhibition planning. Sustainable materials have become standard, and there’s a growing demand for reusable stands.
Event organisers are also facing 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 towards 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,” Ed says. “Sustainability isn’t just about the stand anymore, it’s about the whole event experience, including who you partner with.”
But there’s still more to be done. “It’s disheartening to see perfectly good materials thrown away after a short event,” Ed explains. “More brands are coming to us asking for greener, more sustainable stand solutions.”
So how do you capitalise 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.
Engage more visitors with interactive 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 even send virtual swag bags before visitors leave the stand.
Interactive screens and video walls can do more than showcase products – they’re a way to get creative, immerse visitors in your brand’s story, and keep them engaged for longer. And, digital tools 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 multi-sensory tools to make your stand feel more dynamic and engaging. By using the right colours, 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: Your digital elements should complement the rest of your stand, to create a cohesive space that feels inviting and gets people involved.
Ed’s 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 people can expect when they partner with you. Think differently and use digital tools to bring your ideas to life. That’s how you make your brand memorable”.
Turn your exhibition stand into an experience, not just a display
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,” says Ed.
Savvy brands are now using their stands as spaces 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 the product in action, are now essential. In some industries, like food and drink, trade shows are the biggest sales opportunity. That’s why getting creative with your stand is really crucial.
Take lunch! at ExCeL, 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 across 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 their stand unforgettable, we brought in a branded ice cream bar. Visitors stopped by for a cool-down, 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, friendly competitions, and free food and drink in 2025,” says Ed.
“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 their ‘Czech your pour’ competition, and Brew Tea’s personal tea blend station. It’s all about creating fun, memorable interactions that get people talking and spending more time at your stand.”
Bright ideas: faux neon, LED Flex, and illuminated signage
Bright lights aren’t just for the stage – they’ve lit up our exhibition halls in 2024. LED Flex and faux neon signs are everywhere, and they’ll keep turning heads in 2025.
These new lighting solutions are an affordable way to grab attention instantly while being reusable. 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.
Great lighting creates atmosphere and 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.
We’ve seen clients get creative with their lighting, from colour-matched LEDs in meeting areas to mood lighting in hospitality zones, and even wall sconces that feel more like a cocktail bar than an exhibition hall. It’s all about setting the right tone.
Ed’s message for the 2025 exhibition lighting trend is simple: “Get the lighting right, and it will draw people in. With so many LED options on the market, 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,” Ed warns. “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. It’s that important.
Use natural materials to tell your brand’s story
Exhibitions are changing, and so is the way we design exhibition stands. 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.
Not only does this create a more memorable experience, but it’s also a great way to demonstrate your brand’s commitment to sustainability. This trend isn’t just about looking good – it’s about finding new ways to tell compelling stories. For example, a sustainable coffee brand could use FSC-certified raw timber or recycled weatherboard to build a stand that not only feels authentic but also reflects its eco-friendly ethos.
Ed’s advice is to make sure your materials are ethically sourced. Because it’s not just about looking good; it’s about doing good too. “We only use European aluminium for our modular framework, which has a carbon footprint three times lower than primary production in China. Not all modular systems are created equal, so it’s worth finding out whether your materials come from.”
Hybrid stands – flexible, cost-effective, and future-proof
“Combining hired and owned elements gives you the most flexibility and is an environmentally and budget-friendly way to exhibit,” says Ed.
Hybrid stands are the ultimate chameleon – able to adapt to fit different audiences, sales teams, and event spaces. Why design a new stand for each event when you can reuse elements, keep your costs down, and keep your brand looking sharp?
We’ve seen this trend grow in 2024, and it’s set to keep rising in 2025. More brands are realising that combining rented parts of the stand with their own unique additions gives them the best of both worlds – customised, creative stands with the flexibility to meet changing needs.
“Hybrid stands are ideal for brands that exhibit in different-sized spaces at multiple events,” Ed explains. “It gives you the flexibility to mix and match, saving on design time and manufacturing costs.”
And hybrid stands are a win for your wallet and the planet. By renting standard elements and buying only the custom parts, you reduce waste and your carbon footprint. Hybrid stands can be used across your entire event calendar, meaning no leftover parts to store. Plus, they’re easy to reuse across your whole event calendar, saving you storage headaches in the process.
Hybrid stands give you the flexibility to keep things fresh while keeping costs and your environmental impact in check. It’s a win for your brand and your budget.
Savvy planning for the whole event calendar
Not too long ago, brands used to create bespoke stands for every exhibition, only to scrap them and start afresh for the next one. It was costly, time-consuming, and a huge waste of resources.
It’s time for a smarter approach.
By planning your exhibition schedule for 2025, you can design a stand that works across multiple events, helping you avoid the need for new designs each time. You’ll save on design costs and gain the flexibility to adapt your stand to different spaces and events.
If you’re planning to exhibit multiple times throughout the year, you have two main options. Renting your stand is a great idea if you’re exhibiting a few times, keeping things cost-effective and adaptable. But if you’re exhibiting more than that, it makes sense to invest in a stand you can reuse, adapting its design to suit each event.
“If you plan to exhibit more than once or twice next year, renting your stand will give you the best value,” says Ed. “Exhibit three times or more, and buying your stand becomes more cost-effective. A purchased stand can evolve over time, and the elements can be reused year after year.”
This approach ensures your exhibition strategy is both sustainable and adaptable, helping your brand stand out at every event in 2025, without breaking the bank.
So, to summarise, below are 2025’s exhibition stand trends.
- Sustainability taking centre stage
- Interactive tools and immersive experiences
- Making stands an experience, not just a display
- Faux neon, LED Flex, and illuminated signage
- Smarter lighting choices
- Natural materials to tell your brand’s story
- Hybrid stands for future–proofing
- Savvy planning for the whole event calendar
We hope these predictions will enable you to put your best foot forward at your next event.
