The Future of Modular Brand Spaces in Trade Show Design

ET GLOBAL:

Looking back over the past 10 to 15 years in the trade show construction industry, what changes have you noticed most?

Benjamin Bruder:

The industry has become significantly more demanding. Trade show appearances are now more integral to brand management, more experience-oriented in execution, and at the same time more efficient in terms of planning, logistics, and budgeting.

A particularly influential factor here is the growing importance of sustainability:

The increasing importance of sustainability has also been particularly influential. Reusability, resource conservation, and CO2 considerations are now key criteria and have given modular systems additional relevance.

ET GLOBAL:

Many people today are saying that trade show booths are becoming more strategic and experience-oriented. How does this change the role of modular systems like octanorm?

Benjamin Bruder:

This makes modular systems more important, not less so. They provide the foundation for creating experiential spaces efficiently, flexibly, and to a high standard. Their role is thus shifting from that of a mere construction tool to a strategic infrastructure: they must enable creative freedom, support technical integration, and at the same time be both cost-effective and sustainable.

ET GLOBAL:

In your opinion, what do companies most often underestimate when planning a trade show booth?

Benjamin Bruder:

The importance of clarity is most often underestimated. It’s not the booth size that matters, but the precision of the message: Who do we want to reach, with what story, and with what goal?

Operational complexity is also often taken into account too late:

A strong trade show presence can only be achieved if the concept, system, logistics, setup, media technology, choice of materials, and timing are all planned together from the very beginning.

ET GLOBAL:

Where do you currently see the most exciting innovations in trade show construction: in architecture, materials, or digital technologies?

Benjamin Bruder:

The most exciting innovations are currently emerging at the intersections. Architecture alone is not enough, nor are new materials alone, nor are digital technologies alone.

Solutions that bring everything together are particularly relevant:

We see great potential in lighter, smarter, and reusable materials, in integrated media technology, and in AI-supported planning and design processes.

ET GLOBAL:

Sustainability is increasingly becoming a key issue in the industry. What role do modular systems play in this, and where do you see potential for development

Benjamin Bruder:

Modular systems play a key role here. Reusability is one of the most effective levers when it comes to conserving resources in trade show construction. A system that can be used in various configurations over many years is superior to a one-off structure in many respects.

At the same time, there is still room for development:

I see potential for development primarily in two areas: first, in further material optimization, and second, in greater transparency regarding life cycles and CO₂ impacts. Sustainability must not be considered solely at the product level but must encompass the entire system.

ET GLOBAL:

Is sustainability changing the scope of design freedom in trade show construction?

Benjamin Bruder:

I believe the supposed conflict between design freedom and sustainability is gradually dissolving. Good sustainable construction does not mean sacrificing design, but rather designing more intelligently. The question is no longer: How can we build in the most spectacular way possible? But rather: How can we build as effectively as possible while using the fewest resources?

ET GLOBAL:

When it comes to collaboration between system manufacturers and trade show stand builders: What is key to transforming a technical solution into a compelling brand space?

Benjamin Bruder:

The key is for both sides to understand and respect each other’s strengths. The systems manufacturer must deliver reliable, flexible, and intelligent solutions. The exhibition stand builder then translates these into brand impact, spatial design, and the quality of the experience.

The focus must remain clear:

A compelling brand space is always created when technology does not visibly dominate, but rather enables design. This requires close dialogue, early coordination, and a shared understanding that, in the end, it is not the system that takes center stage, but the client’s brand.

ET GLOBAL:

What role will physical brand spaces play in the future in an increasingly digital world?

Benjamin Bruder:

The more digital the world becomes, the more valuable real-life, in-person encounters become. People make decisions not only based on information, but also on trust, atmosphere, and experiences. This is exactly what physical brand spaces can achieve like no other medium.

The future is hybrid:

The future is therefore neither purely digital nor purely physical, but intelligently connected. The trade show booth is becoming an integral part of a larger communication ecosystem: with digital touchpoints, data, content, and hybrid formats. But the physical space remains central because it creates proximity, credibility, and emotional connection.

ET GLOBAL:

If you look ten years into the future: What will a trade show booth look like in 2035?

Benjamin Bruder:

I believe that the trade show booth of 2035 will be significantly more adaptive, data-driven, and sustainable. It will be more modular at its core, yet more personalized in its expression. Systems will be even more flexible, lighter, and capable of smarter connectivity. At the same time, the booth will be better able to adapt to different usage scenarios. From product presentation to community building to content production. Furthermore, the lifecycle will be taken into account much more closely. Materials, reuse, transport efficiency, and digital planning will be an integral part of every design. The booth of the future will not only be beautiful and functional, but also measurably efficient and built responsibly.

ET GLOBAL:

How is AI changing the design and production of trade show booths?

Benjamin Bruder:

AI won’t replace trade show design, but it will make the process significantly more efficient. It’s particularly helpful in the early stages of a project, allowing us to visualize ideas more quickly, test different options, and streamline the approval process. In the future, it will certainly provide even greater support for planning and execution. But the most important aspects will always be human: an understanding of the brand, creativity, and the ability to use technology to create a compelling space.

ET GLOBAL:

Is there a project or a moment in your career that particularly illustrates to you why this industry is so fascinating?

Benjamin Bruder:

What makes this industry so fascinating to me are, above all, the people. In trade show construction, success always stems from the collaboration of many people—combining experience, creativity, speed, and tremendous dedication. And I’m always impressed by how something is built in such a short time, makes a huge impact for a few days, and then disappears again. This dynamism and this special energy are what make our industry so appealing.