Trade fair presentations have changed fundamentally in recent years. In the past, pure product presentations dominated, with exhibitors standing behind static displays and visitors passively absorbing information. Nowadays, interactive, hands-on activities are taking centre stage - measures in which visitors can actively interact with products, systems or digital applications. This active involvement not only promotes the understanding of complex content, but also ensures that the trade fair experience is memorable.
Traditional trade fairs were primarily used for the one-sided provision of information. Products were presented without visitors having the opportunity to try them out for themselves or gain in-depth insights. Instead, modern trade fair concepts focus on interactivity: targeted hands-on activities create an environment in which visitors can directly experience and test products and services. This leads to a more intensive exchange that goes beyond a mere demonstration and leaves a lasting impression.
Hands-on activities are approaches in which trade fair visitors are actively involved. Examples include interactive stations where products can be tried out, software solutions tested or digital applications experienced. Technical functions are made directly tangible - whether by touching a product, running a simulation or using interactive interfaces.
Active participation significantly enhances the learning effect. Studies show that sensory experiences that are linked to cognitive processes lead to a deeper anchoring of the information conveyed. Direct, practical handling of products enables visitors to intuitively grasp complex relationships and remember them for longer. Direct feedback and independent discovery create added value that is often lost when information is absorbed passively.
Modern technologies such as touchscreens, augmented reality (AR) and virtual reality (VR) offer numerous opportunities to enrich the trade fair experience and increase interactivity.
Touchscreen displays offer a user-friendly way to discover product information and play interactive mini-games. These games playfully convey important content and increase visitor loyalty. The interactivity is further enhanced with external controllers
integration of corporate mini-games at trade fair stands and how they can enrich the visitor experience in our blog post.
Augmented reality (AR) enhances the trade fair environment with digital content that allows visitors to view products in 3D or experience technical details and step-by-step demonstrations. AR creates a modern, hybrid presentation that makes complex content understandable and promotes engagement.
For a detailed presentation of the trade fair stand, please take a look at our case study.
Virtual reality (VR) offers an immersive experience where visitors can immerse themselves in virtual worlds. Products can be experienced in realistic simulations or a virtual tour of the trade fair stand can be taken. VR is particularly effective for vividly presenting products that require explanation.
These technologies not only create an unforgettable trade fair experience, but also increase brand loyalty and the length of time visitors spend at the stand. You can find out about other effective approaches offered by digital technologies in the detailed blog post: „Digital interactions at trade fair stands: The future of visitor engagement“.
The integration of hands-on activities and interactive technologies offers numerous advantages:
Trade fair concepts have changed from static presentations to interactive experiences - a decisive step forward for companies that want to stand out. Through the targeted use of technologies such as touchscreen displays, augmented and virtual reality, visitors are actively involved in the trade fair experience. This interactive approach not only increases information intake and engagement, but also leads to a more sustainable brand presence. Companies that rely on innovative trade fair concepts create an experience that goes far beyond the mere presentation - and thus lays the foundation for long-term business relationships.
Strategic planning and the use of state-of-the-art technologies ensure that trade fair presentations not only inform, but also inspire - and thus remain in the minds of visitors for a long time.
Our teams work together to implement a customised strategy for physical and virtual events. From the conception of an individual exhibition stand to exhibition design and exhibition services to the realisation of a hybrid event: everything from a single source.