Each year kicks off with two industry-defining tradeshows on opposite coasts: National Retail Federation’s Big Show (NRF) in New York and the Consumer Electronics Show (CES) in Las Vegas. Though distinct in audience and application, together they function as an early indicator of where experiential design is heading next.
To better understand what this shift means for brands planning future experiential environments, we asked members of our Design Team to unpack what they observed on the floor and what those patterns signal moving forward.
1. Neutral Foundations Enable Focus
One of the most consistent patterns observed at NRF and CES was the prevalence of neutral material systems, particularly understated flooring and restrained palettes. Many booths adopted natural-finishes or monochromatic surfaces that served as an organizing framework for visual hierarchy, giving booths an elevated, architectural quality.
One of our designers, Allison Connolly, noted this shift on the show floor at NRF, saying, “neutral palettes and natural materials paired with simple architecture was what made certain booths really stand out. The use of clean, neutral materials with selective logos and messaging, is quite impactful when contrasted by the sea of busy graphics and bright colors on the show floor.”
By simplifying the foundation, brands allowed lighting, graphics, and product to carry the visual emphasis. These neutral palettes serve as a strategic sense of clarity, especially in an environment where visual overload is the norm.
2. Human Scale as a Design Priority
Many of the most effective booths at NRF and CES prioritized sightlines, how attendees move and engage, and natural engagement points, creating welcoming environments rather than being overwhelming.
“You only have seconds to get a person’s attention among dozens of other booths.” Senior 3D Designer Joe Massie says, highlighting that brands are increasingly designing how people move and process information, not just how spaces look from a distance. “Simplicity matters. One clear statement, big and readable, cuts through the noise.” On crowded show floors filled with competing visuals, this approach reflects an understanding that brands have very little time to capture attention before attendees move on.
These human-scale considerations signal a growing understanding that comfort and comprehension are critical to meaningful brand interaction, especially on a busy tradeshow floor.
3. Technology as Structure, Not Distraction
Integrated technology has become more deliberate. Screens, lighting, and interactivity were embedded into the architecture of the booth rather than layered on top of it.
From our Design Team, Amber Vuong notes that technology was designed as part of the built environment. “A couple of booths used clear LED tiles. One booth had integrated them into a wall structure that allowed people walking by to see the product but also get a glimpse of what was happening inside the booth.” At NRF, this often showed up as subtle digital touchpoints supporting retail narratives and product education. At CES, the scale allowed for immersive moments with experiences that balanced innovation with clarity.
Rather than technology dominating the experience, it was integrated in ways that complemented spatial logic instead of feeling intimidated by the overwhelming amount of technology and messaging around them.
4. Openness Over Enclosure
Booth layouts felt more open and inviting overall. Fewer hard walls, fewer barriers, and more intentional paths made spaces feel approachable rather than closed off. This openness encouraged organic entry and dwell time, especially when paired with thoughtfully placed focal points instead of traditional front-facing messaging.
Our designer, Lauren Bradley observed that “Open environments, paired with subtle architectural cues, made booths approachable and easy to navigate.” Central structures, overhead elements, or changes in lighting helped define space without enclosing it, allowing visitors to quickly understand where they could go and what they were meant to engage with.
Across both shows, the most effective layouts used openness as a strategic tool. These structures helped pull attendees out of the visual noise of the show floor and into a brand’s environment without relying on walls to do the work.
5. Hospitality as an Experiential Signature
Beyond spatial and material decisions, hospitality emerged as an increasingly important experiential layer. Rather than defaulting to standard offerings, some brands used food and beverage, lounges, and wellness areas as a way to reinforce identity and create memorability.
“When aligned with the booth narrative, hospitality encourages visitors to slow down, engage, and come back.” says Elevation3D President & CEO Adam Karns, referencing an example at NRF, where a brand served New York-style bagels in branded colors, turning a familiar offering into a location inspired moment.
Over time, these customized hospitality gestures can become recognizable signatures, shaping attendee expectations year after year, and fostering repeat engagement.
Leading brands use design systems to guide behavior, clarify messaging, and create approachable, human-centered environments. At NRF and CES, the most effective booths showed a clear understanding of how people move, process information, and engage in crowded spaces. As experiential design evolves, our team actively monitors emerging trends, shaping these insights into purposeful, high-impact experiences for our clients.