Edward Marshall, co-founder and creative director at custom exhibition stand company Motive Exhibitions shares his predictions for exhibition trends for 2025
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), published their eighth annual ‘What’s Trending 2025’ report which explored key themes across meetings and events, and dived into topics such as geopolitical influences, the need for personalisation, sustainability and how evolving technologies impact an organisation’s approach to its M&E programmes.
Understanding these emerging trends can help you and your business stand out, engage your audience and maximise your impact at future events.
Sustainability takes a central role
Exhibitions have a reputation for being tough on the environment, and sustainability has taken 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: its success has sparked the launch of elementalLONDON in November 2025, which is focused on improving building efficiency and innovation.
“It’s great to see brands becoming more conscious of their exhibition impact,” says Marshall. “Sustainability isn’t just about the stand anymore, it’s about the whole event experience, including who you partner with.”
Clearly he feels there’s still more to be done. “It’s disheartening to see perfectly good materials thrown away after a short event,” he explains. “More brands are coming to us asking for greener, more sustainable stand solutions.”
So how do you capitalise on this trend in 2025?
Marshall says you should be 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.
He also urges engaging 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, Marshall adds. “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
Marshall believes that 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. And 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.”
His 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, he urges, noting that 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,” Marshall says.
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.
“One of our tech clients had a stand at the height of summer (on the hottest day of the year, no less),” Marshall recounts. “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.”
He still expects to be seeing the usual giveaways like pens and lanyards but ponts to more interesting activations such as 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,” he says.
Bright ideas
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 Marshall expects them to 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, he adds, 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.”
Marshall believes lighting isn’t just about style but rather 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,” Marshall 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. “
“Good lighting can be the difference between visitors flocking to your stand or walking past. It’s that important.”
With exhibitions changing, and the way we design exhibition stands, Marshall believes it’s important to use natural materials to tell your brand’s story .
Vinyl walls and polished worktops are out – tactile, natural materials are in, he says. “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 some of the materials popping up on the aisles. Another way to showcase your brand’s values without saying a word.
Marshall’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.”
Reuse
And why design a new stand for each event when you can reuse elements, keep your costs down, and keep your brand looking sharp?
Marshall says 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,” he 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.
“If you plan to exhibit more than once or twice next year, renting your stand will give you the best value,” says Marshall. “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.”
Source: www.exhibitionworld.co.uk
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