Exhibition Stands: Adapting and Innovating in 2025

Five years on from the first Covid-19 lockdown, the world has largely rebounded from the pandemic and despite the impact it is still having on some aspects of life, thankfully the idea of lockdowns, queueing up to go to the shops, and fighting over toilet roll are all behind us.

One sector hit particularly hard during the pandemic was events and exhibitions. With the world at a near-standstill and people shut away inside their homes, large-scale gatherings were, for a time, a thing of the past. However, fast-forward to the current day and the situation could not be more different. Events and exhibitions are very much back to full strength, bringing with them various opportunities for those in the signage industry.

In this feature, we focus on features integral to many events: exhibitions stands. What sort of opportunities are there for sign-makers with this type of work and how can they go about securing new partnerships and customers?

Thriving Sector

For those venturing into this market for the first time, and indeed those who are looking to grow their own offering by partnering with a specialist within the sector, there are plenty of options to consider. Tecna works with a range of partners on exhibition stands, counting the likes of Amazon, Sony, IKEA, and Simba among its clients.

James Longley, managing director of Tecna, comments: “The exhibition sector isn’t just back; it’s thriving.” He cites figures from UFI that show global exhibition space sales in 2024 were up 9% compared to 2019, with UK revenue projected to grow by 37% in 2025. On top of this, the latest UKEvents report recorded over 1,000 trade shows and exhibitions in the UK, contributing £10.9bn to the economy.

“These numbers tell a clear story: the industry has fully rebounded,” Longley says, adding: “Beyond the figures, the energy on the show floor speaks for itself. Events look and feel busier, exhibitors are more strategic, and expectations have shifted. They now demand more from their stands; better value, measurable ROI, and experiences that genuinely engage visitors. Static displays are no longer enough; interactivity, immersion, and brand storytelling are now central to success.”

However, to take advantage of demand, Longley says sign-makers and similar businesses must take current trends into account. Highlighting some of the more important areas, he says sustainability is, and will continue to be, a key area to address when creating exhibition stands.

In addition to this, he says ROI and visitor engagement are under the spotlight. According to Longley, exhibitors are not just asking how their stand will look; they want to know how it will perform. Exhibitors also expect immersive experiences through technology, creative design, and interactive elements, all of which are key to driving footfall, brand impact, and lead generation.

Finally, he points to the rising popularity of modular stand solutions and offers this advice to companies in the market: “The shift from fully custom-built stands to reconfigurable, scalable designs reflects the need for cost efficiency, flexibility, and sustainability. At Tecna, we’ve seen first-hand how a well-designed modular system can help exhibitors get more from their investment; using adaptable structures, reconfigurable graphics, and smart lighting to create high-impact spaces that can evolve with their needs.”

Tecna says it can support sign-makers and wide-format printers with all their modular display needs. The company holds a large stock of the T3 modular display system that is both reuseable and reconfigurable.

“It’s easy to build and no tools are required,” Longley says, adding: “Tecna provide a range of services from supply of components and modular stand design through to full white label installation and dismantle. Modular solutions present an opportunity for suppliers, including large-format printers, to support exhibitors in adapting to these changing needs.”

Adapting and Innovating

Also active in this market is Very Displays, whose marketing manager, Kirsty Corcoran, says the UK events and exhibitions sector has recovered particularly well from the pandemic and, as such, presents plenty of opportunities to sign companies.

“I would say overall, the industry is not only recovering but also adapting and innovating,” she says, adding: “Our business growth year-on-year also supports this, as customers are definitely back investing in event and display solutions, proving it’s still a trusted method in the marketing mix.

2024 saw the exhibition market continue to boom and we’re seeing demand on the rise for certain products and categories spilling into 2025

“2024 saw the exhibition market continue to boom and we’re seeing demand on the rise for certain products and categories spilling into 2025.”

Among these focus areas, Corcoran says, are multi-use displays, explaining that with the right product selection and design, companies can negate the need to dispose of displays after being used on their event stand or the need for a large complex build “When we do exhibitions, we ensure we use reusable products from our range like our Modular Tube Fabric Display Backwalls and Tube Counters,” Corcoran explains, continuing: “All of these have sturdy hardware and washable graphics, making them reusable and a more environmentally friendly option.”

Other areas to keep an eye on include LED portable displays stands, with Corcoran saying lightbox stands are really “having their moment”. Very Displays recently launched its new Premium LED Lightbox range, with this already drawing plenty of interest from customers and partners.

In addition, Corcoran advises those in this market to consider soft signage. She explains that fabric display graphics continue to become the more popular option when exhibiting, and more customers are moving from the traditional pop-up style products to SEG application or textile graphic sleeves.

“By utilising a trusted trade supplier in the industry that has a wide range of products and expertise, like Very Displays, it makes supplying event and exhibition products very simple,” Corcoran says, adding: “We can offer hardware and graphics straight to your customer in plain label packaging, so it takes all the stress away from you. We have a vast range of products available to our trade customer to suit any size exhibition stand at affordable prices, ranging from freestanding display back walls, literature stands, counters, promotional flags, and full modular displays to suit space only or shell scheme.”

Sustainable Strategy

Also weighing in is another trade printer, aptly named Tradeprint, which counts exhibition stands among its offerings. Anthony Rowell, sales and customer success director, as well as sustainability lead, says while the industry is experiencing substantial growth, some regions and sectors are still in the process of fully returning to pre-pandemic levels.

“For instance, certain markets continue to face challenges in terms of attendance and revenue, which remain below pre-Covid figures, but overall, the exhibition stands market is on a positive trajectory, with many areas having fully recovered and others steadily progressing toward full recovery,” he explains.
Trends-wise, Rowell agrees there is now a lean towards sustainability, with Tradeprint focused on reducing reliance on PVC by moving to PVC-free materials and working with suppliers to ensure it has more recycled and recyclable fabrics within its range.

On top of this is growth in demand for modular and reusable designs. Rowell says adopting modular stand systems allows for components to be reconfigured and reused across multiple events, minimising waste and resource consumption. This strategy promotes both environmental responsibility and cost-effectiveness.

“Exhibitors are increasingly aiming for zero-waste designs by utilising recycled materials and implementing practices that minimise waste generation throughout the event lifecycle,” he says, continuing: “By embracing sustainability our customers can enhance their exhibition presence, appeal to environmentally conscious audiences, and create memorable experiences for attendees.”

As to how Tradeprint can help, Rowell says the company offers trade pricing on essential exhibition materials from large-format backdrops and roll-up banners, to modular stand panels and signage, which in turn he says helps businesses maximise their profit margins and impact.

 “We offer fast turnaround times and delivery, we ensure exhibitors get their print exactly when and where they need it,” he continues, saying: “Our sustainable solutions, including PVC-free banners and recyclable materials, support sustainable stand design, while our advanced colour management guarantees brand consistency across multiple events.

“At Tradeprint, we believe that the industry will continue to expand. We think there’s a positive outlook for the UK's exhibition stands market, and that’s great for us as we expand our range and focus on customer needs.”

Engaging and Immersive

Rounding off our feature is Solopress, another trade supplier to the industry that works with partners on exhibition stands. Head of marketing, Jane Wickens also echoes the opinion of others in this article, believing the market is not just recovering, but in fact growing.

“There are more in-person events than ever, and they’re happening across all industries and at all scales,” she says, continuing: “It’s clear that people want real-world interactions again. We’re seeing what you might call digital dilution; we consume so much digital content that it’s losing its impact. We spend so much of our time scrolling through endless feeds, skimming emails, and swiping away ads that digital messages lose some of their significance.

“When everything is virtual, the tangible really stands out. That is why exhibitions, trade shows, and live events are thriving. Businesses know a physical presence is more memorable than an email, a zoom call, or a targeted ad.”

Looking at current demand, Wickens also picks up on how sustainability is becoming a top priority not just for exhibitors but also event organisers and venues. With people thinking more about using sustainably sourced, recyclable materials, and choosing reusable promotional products over single-use items, suppliers must respond.

“There’s also increasing focus on how much power venues consume and where that energy is coming from,” Wickens notes, adding: “We’re seeing some major exhibitions working with carbon-neutral venues, using renewable energy sources, and offsetting their footprints. It’s something that will only grow in importance as businesses look to align events with their sustainability commitments.”

But is there still room for growth in the sector? Wickens certainly believes so, saying Gen Z will be key to how the market performs over the coming years.

Wickens says: “Gen Z are the buyers of the future, and this is a generation of digital natives, people who’ve grown up online. That might sound like a challenge for in-person events, but really it’s an opportunity. They’re craving real-world experiences, authenticity, and physical interactions. They want to engage with brands beyond a screen and events are the perfect platform for that.

“We’re seeing businesses take a smarter approach to exhibitions. It’s no longer just about showing up with a stand; it’s about creating a presence that blends print, digital, and interactive elements to capture attention and leave a lasting impression. That means events that are more engaging, more immersive, and ultimately more valuable for both exhibitors and visitors.”

To sum up, there is little doubt among specialists within this market that there is still room for growth in the exhibition stands sector and, importantly, this means opportunities for sign and related companies. Partnering with a specialist supplier is one effective way of capturing work within this market and growing both your offering and customer base in the process.