Building Products Trade Show Trends for 2023: Insights and Observations
The trade show season of 2023 rode a wave of energy as attendees and exhibitors emerged from the grips of the pandemic. Key shows such as the International Builders’ Show (IBS), Pacific Coast Builders Conference (PCBC), and the American Institute of Architects (AIA) conferences dominated the calendar for our built industry clients.
Planit was excited to attend some of the industry’s largest shows and share our insights and observations on the trends that shaped them, including the shift toward experiential and buzzworthy activations, an increased focus on sustainability, and the prominence of biophilic design.
The Rise of Experiential at Trade Shows
Gone are the days when trade shows solely revolved around in-booth product displays.
In 2023, exhibitors went beyond showcasing their products and instead focused on demonstrating their real-world impact.
This was particularly evident in the growth of the Show Village at trade shows like IBS and KBIS. The outdoor Show Village area offered interactive displays, fully built model homes to tour, and product demos, allowing attendees to experience products in action.
Engaging activities were also a key feature at the indoor booths, with games like putt-putt and cornhole, hands-on product demonstrations, and interactive panels attracting attendees and encouraging booth foot traffic.
Planning booth speakers and panel discussions have become crucial for exhibitors, which provides an opportunity to highlight thought leaders and influencer partnerships. For example, Planit’s team organized and executed a panel featuring Westlake Royal Building Products’ thought leaders at the Houzz booth, discussing the innovative use of mixed materials on the exterior of homes.
Live recorded “shows” and podcasts at larger booths, along with in-booth coffee shops and happy hours, have also become a staple for increasing foot traffic and keeping attendees in your space.
Digital Shift
The shift towards digital engagement continues even in an industry that has been traditionally slow to adapt.
Driven by a demand for eco-friendly activations, printed collateral materials took a backseat as exhibitors emphasized QR codes and online engagement. While many vendors still hand out branded items such as hand sanitizer, water bottles, and tote bags, attendees were encouraged to download information, watch videos, and learn more about products through touch-screen design tools and proprietary apps.
Sustainability and Environmental Focus
As environmental consciousness continues to grow, trade shows in 2023 reflected a strong emphasis on recycling and sustainable practices in the building products and architectural industries.
Themes centered around creating a “better world tomorrow” were prevalent, with brands showcasing their commitment to recycling and eco-friendly practices through design and packaging.
One noteworthy example was GAF’s in-booth demonstration of their recycling efforts and innovative solar roof product. By highlighting their sustainable practices as part of their exhibits, brands can effectively communicate their dedication to environmental responsibility and connect to customers who prioritize sustainability in their purchase decisions.
Biophilic Design and Health Benefits
Over the past few years, biophilic design has risen as a prominent trend in the building products industry. This design philosophy combines elements from the natural world into architectural and interior design, exploring the connection between nature and built environments. The emphasis is on showcasing the health benefits of biophilic building products and incorporating textures and colors inspired by the natural environment.
Exhibitors showcased materials that mimicked the look of real wood, utilized natural materials, and highlighted color palettes found in nature. Additionally, incorporating natural elements such as water features and real stone into booth designs created a sense of tranquility and connection with the natural world.
The AIA Conference even had a Zen Garden for attendees to relax during the show. The health benefits of biophilic design, including enhanced well-being and increased productivity, were emphasized through seminars and panels to educate attendees about the potential positive impact of these products.
Buzzworthy Moments
Exhibitors have attempted to create buzzworthy “Instagrammable” moments for several years as part of their trade show strategies. 2023 proved that B2B audiences are not above taking an event selfie or participating in a brand’s social media campaign.
Kohler, for instance, demonstrated their ability to generate attention and discussion at KBIS by introducing innovative interactive tactics. Kohler’s Heritage Colors vote to bring back a vintage toilet color (Spring Green from 1927 and Peachblow from 1934 were the winners) generated significant social media buzz, and it also drew strong word of mouth thanks to attendees walking around with colorful “I voted” stickers on the show floor. By pushing boundaries and surprising attendees with unique offerings, exhibitors like Kohler have consistently proven they can make a lasting impression and spark conversations.
Another notable trend was the inclusion of “out of category” exhibitors, such as the Puppy Love booth at the AIA conference, which allowed attendees to sit in an enclosure and play with puppies that were up for adoption.
Unexpected exhibitors for the built and architectural audience brought moments of engagement and delight for attendees, offering a break from the traditional trade show experience and helping industry pros connect to moments that matter beyond just showing off new products.
The trade show trends of 2023 showcased an industry landscape that is evolving rapidly. Exhibitors are moving beyond product displays to create immersive and experiential showcases. Sustainability and environmental focus are becoming integral themes, while biophilic design gains popularity for its health benefits. Buzzworthy moments and unexpected exhibitors add an element of surprise and excitement to trade shows.
As we reflect on these trends, it is clear that future trade shows and product development will continue to embrace experiential elements, sustainability, and the connection between nature and the built environment.
By staying attuned to these trends, industry professionals can navigate the evolving landscape and deliver memorable experiences to trade show attendees while positively impacting the world around us.