Explore exhibitor trends and technologies with PRG

CHICAGO – At today’s trade shows, there is a greater focus on the experiential elements of the event, both in programming and at the show floor. As attendees seek more engaging moments, show organizers and exhibitors are working to meet the moment, such as building interactive booths, adding after-hours concerts at venues and focusing on building meaningful connections.

But what does an interactive booth require? trade show director We spoke with Ariane Coldiron, senior vice president of corporate events at Production Resource Group (PRG), to find out what engaging booths and activities the field solutions company hopes exhibitors will create at the show.

MADDY: PRG works at many venues across the U.S., can you tell us what experiences and knowledge PRG gains from this that can benefit show organizers and exhibitors?

Ariana: Our accumulated site knowledge is priceless. Our team of experienced production experts has developed decades-long relationships that extend beyond factory personnel. We get to know building managers, dock supervisors, electricians, labor suppliers and many more key players. These connections allow us to easily meet the unique requirements and logistics of each venue, ensuring we create success for our clients.

Our familiarity with the inner workings of each venue helps us anticipate needs, such as detailed location maps, parcels and loading and unloading logistics, and provide precise estimates and streamlined planning. We also share our findings internally after each event to expand our team’s knowledge base.

MADDY: As a live solutions company, PRG works with creative agencies and planners/organizers to create experiences at events. What insights can you share about the most engaging booths and what companies are doing and hope to do in the future to have a significant impact on attendees?

Ariana: Attendees are looking for events to invite them to. The booths and companies that stand out at trade shows prioritize interactivity and immersion. This includes integrating mirrored walls, dynamic audio experiences, augmented or virtual reality elements, high-quality LED displays or interactive touchpoints that allow people to explore the brand’s story and products.

We’re also seeing a shift toward experiential design that emphasizes emotional impact—whether that’s stunning visual displays, elements of surprise, or sensory-driven activations.

Sustainability also plays a key role in the exhibition space. We’ve noticed a shift toward modular booth designs that are compatible with inventory rental solutions, reducing the need for extensive customization. Lighter LED tiles require less power and space and are a greener option because they reduce hauling and energy consumption.

Technology is driving engagement forward. We expect to see more integration of AI-driven solutions, data-driven personalization, and hybrid experiences that connect physical and digital interactions. The key for brands is to combine technological innovation with storytelling to create unforgettable moments that resonate with audiences on a deeper level.

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MADDY: Technology in general, not just event technology, is a huge topic and is changing rapidly. What emerging technologies do you think commercial events can leverage to provide greater value to exhibitors and attendees as they create more experiential events and moments?

Ariana: Emerging technologies are changing the way we create and experience events. One of the hottest areas is artificial intelligence. AI can enable real-time personalization, such as customized content recommendations or predictive matching between exhibitors and prospects. This increases the overall event value.

Another area we saw making a splash was the convergence of advanced LED technology and affordable media servers, which allowed exhibitors to create highly interactive environments through plug-ins such as Notch and Unreal Engine. These tools provide the flexibility to fine-tune live content and scale installations, making it easier to create visually impressive and immersive experiences.

We’ve also noticed an increased focus on using technology to measure and prove exhibitor return on investment. A good example is the use of LiDAR technology – military-grade 3D pickups that enable exhibitors to track and analyze attendee activity within the booth. This technology provides real-time data on where people spend the most time. By analyzing movement, positioning and dwell time, companies can better assess the effectiveness of their setup and make data-driven decisions for future events.

Additionally, as technology becomes more readily available and lead times shorten, we are seeing a shift away from custom booth designs and towards a greater reliance on modular, LED-centric setups. This trend allows exhibitors to plan more flexibly.

Ultimately, technology allows us to create more experiential, personal and resonant moments, which will result in higher ROI for everyone involved.

MADDY: Based on your experience working with PRG clients, what kind of partners are exhibitors looking for when attending an event? What services and products are must-haves, and what do you think is coming next in this space?

Ariana: Today, exhibitors are looking for more than just suppliers, they are looking for partners who understand their brand, goals and event landscape. The most successful partnerships are built on collaboration and creativity, and go beyond logistics to bring a level of thoughtful solutions to realize their creative vision.

When it comes to must-have services, comprehensive technical production capabilities are critical: from high-quality audio, video and lighting to more advanced elements such as immersive projection mapping and interactive displays. Exhibitors will be looking for partners who can seamlessly blend physical and digital elements, especially as hybrid events become more complex.

Reliability is crucial. This is associated with extensive knowledge and operational tenure. Understanding the nuances of the venue, project scope, and local labor laws ensures a smooth event. For example, PRG’s familiarity with labor practices allows us to navigate the logistical complexities of each incident.

Exhibitors also prioritize flexibility and responsiveness, especially when it comes to problem solving and adapting to last-minute changes in real time. They seek comfort and reassurance through responsiveness, transparent communication, and detailed project management. At the end of the day, the equipment is the same – it’s all about the people you work with.

MADDY: PRG partners with Nikon and Magna International for CES 2024. Can you tell us about the services you provide to these exhibitors and their overall impact on attendees?

Ariana: Nikon CES 2024’s theme of “Seamless Co-Creation” translates into a booth filled with multi-sensory experiences and activities that engage attendees to interact with its emerging technologies. PRG was brought in to realize their creative concept. Our team provides LED design and structural rigging, audio distributed through the experience area, custom LED walls and lighting. For a dynamic experience, Nikon brings back “Unreal Journey”. This provides a new immersive virtual production experience, taking attendees on a virtual ride. It was a hit with those who attended. We have great respect for Nikon’s brand and innovation as we apply our own to their exhibition experience.

Experience agency Pinnacle invited PRG to technically realize Magna International’s vision for the CES 2024 show. The main goal of the booth is to showcase the benefits of Original Equipment Manufacturer (OEM) partners. This is achieved through an advanced tilting LED floor to display the vehicle in different environments. By working closely with Pinnacle and Magna, and acting as an extension of their team, we were able to develop an engaging component for the stand that went on to participate in the Detroit Auto Show.

MADDY: Please tell us about the work PRG did for Volkswagen at the New York International Auto Show. What is innovative about the booth and the overall experience?

Ariana: PRG partnered with experience agency GPJ (George P. Johnson) to bring a higher dimension to the Volkswagen NYIAS stand and showcase the highly anticipated new Volkswagen Microbus at the show, which represents both a modern version of the original Microbus and It also expressed respect for its cultural image. PRG installed and utilized huge LED screens to bring the brand experience to the showroom. In order for a minivan to appear correctly, it is also necessary to ensure that the lighting is correct. We chose PRG Best Boy Wash because of its color rendering index (CRI) and output. The technology correctly expresses and showcases the vehicle’s lines by creating natural effects that simulate sunlight.