Behind the Build: What It Really Takes to Create a Custom Trade Show Exhibit
- Andrea Brown
- Jan 16
- 3 min read
What Attendees Never See
When you walk a trade show floor, everything looks polished. Booths are assembled. Screens are glowing. Brands appear confident and prepared.
What you don’t see is the months of coordination required to make that moment possible.
Custom exhibits are not just designed—they’re orchestrated.
The Trigger: Why People Stop
Mike Zimmerman, Founder of DisplayIt, describes every successful booth as having a trigger.
“No matter what the goal is, you need a wow factor,” Mike explains. “Something that pulls people in.”
That trigger looks different depending on the brand and the show. Some booths are built for selling. Others for awareness. Others for presentations or data collection.
Understanding that purpose is the foundation of good exhibit strategy.
Why Control Matters in Exhibit Fabrication
One of DisplayIt’s core differentiators is doing everything under one roof.
Mike explains why that matters: “The trade show date doesn’t move,” he says. “Either you’re there or you’re not. When things are outsourced, you’re exposed to risk.”
When fabrication is fragmented, delays compound. When it’s centralized, timelines stay intact.
Speed and control aren’t luxuries in this industry—they’re requirements.
The Hidden Complexity of Show Logistics
For many clients, logistics are the most underestimated part of exhibiting.
Renee Gabriel, Senior Account Manager, manages every detail once a design is approved.
“Every hour has to be scheduled,” Renee says. “Freight, labor, electrical, rigging—everything.”
Union rules, in particular, catch many exhibitors off guard.
“You can’t just show up and plug something in,” she explains. “There are electricians, labor unions, general contractors—each with their own rules.”
Knowing how to navigate that environment is often the difference between a smooth install and a stressful one.
Why Experience Matters More Than Ever
Renee has spent over a decade traveling to shows, seeing everything from delays to accidents.
“I’ve seen fires, injuries, missed installs,” she says. “That experience helps you anticipate problems before they happen.”
That foresight allows clients to focus on their audience instead of their operations.
Engineering for Reality, Not Just Renderings
Eduardo emphasizes that engineering bridges the gap between creative ambition and physical reality.
“It has to be easy to put up and easy to take down,” he says. “Otherwise you lose time—and time is everything.”
When exhibits are engineered correctly, installs become repeatable, predictable, and scalable.
The Pandemic Pause—and the Return
In 2020, the exhibit industry stopped almost overnight.
The global exhibition industry contracted by nearly 69%, losing an estimated $23 billion in revenue as more than 10,000 trade shows were cancelled worldwide. New business dropped by 55%, and recovery has been gradual even years later.
But one thing became clear as shows returned: virtual couldn’t replace physical.
People wanted face-to-face interaction again. Brands wanted real engagement again.
And the value of well-executed exhibits became undeniable.
Conclusion: Why Great Exhibits Look Easy
The best exhibits don’t feel complicated. They feel confident.
That confidence comes from experience—designers who understand storytelling, engineers who understand structure, and project managers who understand reality.
When all three align, the result is something attendees remember—even if they don’t know why.
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