Event specialist Jimmy Birchmore reflects on how trade events have evolved in recent years, and why creating meaningful experiences, not just stands, is now key to attracting visitors and delivering real value.
“I’ve been giving some thought to trends that have emerged strongly over the last year or so, and if I think back to lockdown, which started six years ago, a lot has changed.
It’s clear the days of putting up a nice stand, laying out a bowl of sweets and hoping for the best are well and truly behind us. If you want people to stop, you’ve got to give them something worth stopping for. Trade events in the UK have shifted, and it’s less about just static displays and more about creating experiences that genuinely pull people in – whether that’s smart interactive technology, demos of innovation, incentives and competitions, or designing a space that invites proper conversation.
Sustainability is also now central to stand designs and event management. Our clients are asking how materials are sourced, how installations can be stored and reused and how we reduce waste and energy across multiple shows. It’s become part of the brief from day one, and rightly so.
I also see event marketing changing. Events don’t just exist for the days they’re live, they start earlier and last longer through building community and ongoing narrative. The brands that get the most value and ROI are the ones thinking beyond the stand or event itself in both face-to-face and digital formats.
Ultimately, though, it still comes down to people, and as our strap line ‘Good People Make Great Events’ dictates, the best events are the ones that create meaningful conversations. If we can use our insight to design spaces that encourage those moments – and make them memorable – then we’re doing our job properly.
If you are interested in speaking to us about making more of your events in 2026, please get in touch!”
