CHICAGO — At trade shows today, there is a heightened focus on the experiential elements of the event, both in the programming and on the show floor. As attendees look for more engaging moments, show organizers and exhibitors are rising to meet the moment — like building interactive booths, adding after-hour concerts on the floor and focusing on creating meaningful connections.
But what does an interactive booth entail? Trade Show Executive sat down with Ariane Coldiron, Senior Vice President, Corporate Events at Production Resource Group (PRG), to find out what the live solutions company is seeing exhibitors want at shows to create engaging booths and activations.
MADDY: PRG works across many venues throughout the U.S. What can you tell us about that experience and the knowledge PRG has from doing so that can benefit show organizers and exhibitors?
ARIANE: The venue knowledge we’ve accumulated is invaluable. Our team of seasoned production experts has built relationships spanning decades that extend beyond just those working in the facilities. We know the building management, dock supervisors, electricians, labor suppliers, and more key players. These connections allow us to easily navigate the unique requirements and logistics of each venue, ensuring we create success for our clients.
Our familiarity with the inner workings of each venue helps us anticipate needs, such as detailed location drawings, plots, and load-in/out logistics, and offer precise estimates and streamlined planning. After each event, we also share our findings internally to extend the knowledge base of our team.
MADDY: As a live solutions company, PRG works with creative agencies and planners/organizers to create experiences at events. What insights can you share about what the most engaging booths and companies are doing, and looking to do in the future to have a big impact on attendees?
ARIANE: Attendees are looking for activations that invite them to participate. The stand-out booths and companies at trade shows prioritize interactivity and immersion. This includes incorporating mirror walls, dynamic audio experiences, augmented or virtual reality elements, high-quality LED displays, or interactive touchpoints that allow people to explore a brand’s story and offerings.
We’re also seeing a shift towards experiential design that emphasizes emotional impact — whether a stunning visual display, a surprise element, or even sensory-driven activations.
Sustainability is also playing a pivotal role in the exhibit space. We’ve noticed a shift toward modular booth designs that are compatible with stock rental solutions, reducing the need for heavy customization. Lighter LED tiles, which require less power and space, are a more environmentally friendly option because they reduce both drayage and energy consumption.
Technology is driving engagement forward. We expect to see more integration of AI-powered solutions, data-driven personalization, and hybrid experiences that bridge physical and digital interactions. The key for brands will be combining technological innovation with storytelling to create unforgettable moments that resonate with audiences on a deeper level.
Related. Society of Petroleum Engineers’ Annual Event Celebrates 100 Years in New Orleans
MADDY: Technology overall, not just event tech, is a huge topic and rapidly changing. What kinds of emerging technology are you seeing that business events could be utilizing to provide higher value for exhibitors and attendees when it comes to creating more experiential events and moments?
ARIANE: Emerging technology is transforming the way we create and experience events. One of the most topical areas is artificial intelligence. AI can power real-time personalization, such as tailored content recommendations or predictive matchmaking between exhibitors and prospects. This enhances the overall event value.
Another area we see making waves is the convergence of advanced LED technology and affordable media servers, which enables exhibitors to create highly interactive environments through plug-ins like Notch and Unreal Engine. These tools provide the flexibility to fine-tune content on-site and scale installations, making it easier to create visually impressive, immersive experiences.
We’re also noticing a stronger focus on using technology to measure and justify the return on investment for exhibitors. A great example is the use of LiDAR technology — military-grade 3D pickups that allow exhibitors to track and analyze attendee movement within their booths. This technology provides real-time data on where people spend the most time. By analyzing movement, positioning and dwell time, companies can better assess the effectiveness of their setups and make data-driven decisions for future events.
Additionally, as technology becomes more accessible and lead times shorten, we’ve observed a shift from custom booth designs to a greater reliance on modular, LED-centric setups. This trend allows exhibitors to be more agile in their planning.
Ultimately, technology is enabling us to create more experiential, personalized, and resonant moments, which translates to higher ROI for everyone involved.
MADDY: Based on your experience with PRG’s clients, what are exhibitors looking for in a partner when it comes to their presence at events? What services and offerings are must-haves, and what do you think will be coming next in that area?
ARIANE: Exhibitors today are looking for more than just a vendor — they’re looking for a partner who understands their brand, goals, and event landscape. The most successful partnerships are built on collaboration and creativity and go beyond logistics to bring a level of thoughtful solutioning to realize their creative vision.
In terms of must-have services, full-scale technical production capabilities are critical: Everything from high-quality audio, video, and lighting to more advanced elements like immersive projection mapping and interactive displays. Exhibitors will seek out partners who can seamlessly blend the physical and digital elements of their presence, especially as hybrid events become more sophisticated.
Reliability is crucial. This is tied to extensive knowledge and operational tenure. Understanding the nuances of the venue, the project scope, and local labor laws ensures that the event runs without complications. PRG’s familiarity with labor practices, for example, allows us to navigate the logistical complexities of each event.
Exhibitors are also prioritizing flexibility and responsiveness, especially when it comes to real-time problem-solving and adapting to last-minute changes. They are seeking comfort and assurance through responsive, transparent communication and detailed project management. At the end of the day, the equipment is the same—it’s all about the people you work with.
MADDY: PRG worked with Nikon and Magna International for CES 2024. Can you tell us about the services you provided to those exhibitors and the impact they had overall with attendees?
ARIANE: Nikon’s CES 2024 theme of “co-create seamlessly” translated into a booth filled with multi-sensory experiences and activities, which drew attendees to interact with their emerging technologies. PRG was brought in to realize their creative concepts. Our team provided LED design and structural rigging, audio that was distributed through experience zones, customized LED walls, and lighting. For a dynamic experience, Nikon brought back “The Unreal Ride.” This provided a new immersive virtual production experience that captured attendees riding in a virtual environment. It was a hit with those who got to take part. We have a deep respect for Nikon’s brand and innovations, as we apply our own to their exhibit experiences.
Experiential agency, Pinnacle, brought in PRG to technically actualize their vision for Magna International’s exhibit at CES 2024. The main goal of the booth is to show Original Equipment Manufacturer (OEM) partner benefits. That was accomplished with an advanced, inclined LED floor to showcase vehicles in different environments. By closely collaborating with Pinnacle and Magna and acting as an extension of their team, we were able to develop an engaging component to the booth, which later traveled to the Detroit Auto Show.
MADDY: Tell us a little bit about the work PRG did for Volkswagen at the New York International Auto Show. What was innovative about that booth and its overall experience?
ARIANE: In collaboration with experiential agency GPJ (George P. Johnson), PRG brought a heightened dimension to Volkswagen’s NYIAS booth and the much-anticipated auto-show reveal of the new VW Microbus, which both represents the modern iteration of the original Microbus and pays homage to its cultural iconography. PRG installed and utilized a massive LED screen to bring the brand experience to the show floor. It was also imperative to get the lighting right to properly debut the Microbus. We chose the PRG Best Boy Wash because of its color rendering index (CRI) and output. This technology properly articulated and showcased the lines of the vehicle by creating a natural effect that emulated sunlight.
