In today’s era, exhibitions play an irreplaceable role in strengthening business and cultural interactions as a dynamic showcase for introducing new products, services and ideas. With the advancement of technology and changing expectations of the audience, exhibition booth construction has also gone beyond its traditional format and has become an arena for creating unique and intelligent experiences. Today, new technologies and creative innovations have not only transformed the face of booths, but also enable deeper interaction with visitors and more effective transmission of brand messages.
From augmented reality ( AR ) and virtual reality ( VR ) to interactive displays and smart lighting, from eco-friendly materials to modular and multifunctional designs, today’s exhibition stands are a fusion of art, engineering and cutting-edge technologies . These developments are not limited to visual appeal, but also pave the way for smart and sustainable marketing by collecting real-time data, personalizing the user experience and optimizing energy consumption.
This page explores the latest achievements in the field of new exhibition technologies and their impact on the success of exhibitions. By reviewing innovative ideas and successful global examples, we understand that the future of exhibition construction depends on the combination of creativity, technology and social responsibility; a future in which each exhibition stand will not only be a display space, but also an impactful and memorable project for the audience.
Conceptual booth construction
The basic concept of our booths has always been based on the theme of “becoming a living urban dialogue .” In the Italy project, we tried to showcase the essence of our urban identity in a new format; an idea that was the result of combining past successful experiences in projects such as the Heaven 2023 and ISE 2024 booths .
Our approach to creating each pavilion is based on a deep study of the cultural background , artistic taste and the specific relationship of each community with nature . These elements are intelligently integrated into our conceptual design to mirror the interaction between humans, space and identity. In the Viscom project , we have evolved this philosophy by adding a layer of Italian elegance; a combination of modern innovations and traditional elements that acts as a bridge between the past and the future.
Our stands are not just a space for display, but narrative-driven strategies that create a lasting dialogue between brand and audience , inspired by the spirit of the place . This approach is what transforms stand-making from a purely commercial activity into a universal language for ideation.
Our goal is to create a stand that combines the splendor of Italy’s historic piazzas and the elegance of Renaissance palaces with the technological DNA of your brand. As a first-class stand builder, the main challenge was to find the balance between intelligently showcasing technology and providing a complete, functional and inspiring space; a balance that we achieved effectively by relying on experience and innovation.
In this way, the pavilion was designed not only as a showcase for hardware and systems, but also as a work of art-technique in which every detail, from the lighting to the modular structure, presents a harmonious narrative of the coexistence of “beauty” and “functionality.” This project proved that even in technical-commercial projects, it is possible to create a space that both amazes the audience and carefully meets functional needs, inspired by a rich architectural heritage.
The end result is a booth that simultaneously embodies respect for the past and audacity in innovation ; a work that not only answers the question “how?” but also, through its design language, tells an unforgettable story of “why” we choose.
Fixed structure
Our modular pavilions are designed and implemented according to the latest standards and Maxima systems worldwide; systems that offer a new definition of light-weight load-bearing structures by combining unparalleled lightness and structural strength. The structure is completely self-supporting and, through careful engineering, eliminates the need for any false support points or additional elements. This not only means reduced installation complexity, but also a testament to our commitment to creativity based on efficiency .
In choosing the color palette, we chose a deep and proud black as a symbol of elegance and power. This color not only enhances the visual identity of the booth with its uniform coverage and exceptional quality, but also, as a modern frame, creates an artistic contrast with the dynamic lighting and technological display elements.
The final booth is an embodiment of harmony between structural engineering and minimalist design : a structure that, while seemingly simple, overshadows technical complexities and leads the audience directly to the heart of the brand’s message.
Our stands push the boundaries of design in a revolutionary way, utilizing the unlimited range of Maxima materials . From eye -catching light boxes and smart frames to urban TV and video walls and advanced glass profiles, each element fits organically into this integrated ecosystem. This is not an add-on feature, but the essence of modern exhibition stand technology : each product is defined not as an independent component, but as a link in a harmonious chain of “boundless collaboration”.
The real power of this system lies in its modular intelligence ; the ability to create unlimited combinations of elements, without the slightest functional or visual contradiction. This approach transforms stand construction from a linear process to the art of “building with absolute freedom”, where every innovation immediately begins a constructive dialogue with the entire system.
The result? Booths that showcase not just products, but the philosophy of the coexistence of technology and creativity ; living proof of the principle that in the world of booth building, “possibility” is always one step ahead of “imagination.”
Video wall, urban TV or the dazzling LED mosaic
The first impression that captivates the audience upon entering our booth is the video wall, urban TV or the dazzling LED mosaic ; a masterpiece created by the intelligent combination of engineered frames and light tiles . This system uses the latest generation of LED modules with exclusive IMD 2in1 technology and an unparalleled resolution of 2.5 mm , which not only guarantees the highest image resolution, but also has earned the title of the most durable LED cabinet on the market with strict industry standards.
In this project, the Murer system, as the beating heart of technology, transformed this huge display into a living and harmonious entity by seamlessly connecting all units. Each pixel is not a simple point of light, but a link in a meticulous engineering chain that, along with thousands of other pixels, tells a visual story of the convergence of art and engineering .
Video walls, more than a display device, are a technological statement : proving that even in the most complex optical structures, unparalleled quality, structural integrity and exceptional durability can be achieved. With this work, our booth draws a new boundary between “possibility” and “amazingness.”
The content of our booth projects, with a dynamic and calculated identity, is created by a system of top designers and decoration architects ; people who, as the backbone of our design strategy, ensure an unparalleled harmony between message and form . In each project, this content not only flows organically into the booth structure, but also, by integrating strategic keywords and exclusive product benefits , becomes an expressive language that engages the audience in an unconscious dialogue before any explanation.
This approach is the result of a winning formula : a combination of color psychology , impactful geometry, and text processed with atomic precision. Our content is never random; every element, from the smallest typography to the most complex animations, is designed to guide the audience along a purposeful path – one that inevitably leads to stopping, reflecting, and engaging with the booth.
With this philosophy, our booths are not a display space, but a storytelling tool that shouts with its visual language: “This is where innovation meets charm!”
Narrative lighting!
On the right side of the booth, two technological gems shine: our 3D light curtains , which redefine the boundaries of traditional lighting with revolutionary SideLED technology . These light boxes not only allow digital prints to be displayed with unprecedented clarity, but also create realistic shadows and shadows, giving images a surreal depth and dimension.
By combining stunning photographs and strategic keywords, the booth creates a work that takes the viewer on a visual journey from the very first moment; a journey in which every detail, from color to texture, is enhanced by light with atomic precision. The real power of this system lies in its seamless integration into the modern booth ecosystem. In this project, the lightboxes are intelligently integrated with the Maxima profiles, as if the two were created to coexist from the beginning.
Special standards
On the left side of the stand, two exceptional examples of our intelligent modular architecture stand out: structures that balance “technical nakedness” with “industrial aesthetics” with calculated elegance. These special frames with custom dimensions, previously used only in special projects, have now become part of our standard product range due to the unparalleled market acceptance.
The highlight of this section is the engineered trapezoidal design , which shines like a jewel in the crown of the booth with its matte black finish and dynamic lines. But the real intelligence is revealed where we have deliberately left the frames unfinished; this bold choice exposes the true nature of our system: the standard 62mm holes , which are not a flaw but the key to the structure’s unparalleled flexibility.
This design is a statement of our philosophy: “Transparency in technology, charm in function.” Each hole allows for endless connection of modules, and each trapezoidal line is a reminder that in our world, form and function are always in a harmonious dance .
Using artificial intelligence throughout the design process
At the heart of our booth design and decoration system is a digital revolution: a dedicated artificial intelligence developed on our proprietary cloud servers. This digital super brain, analyzing real-time data from the latest design trends, audience behavior and environmental parameters, self-learns to create designs that push the boundaries of human creativity.
From choosing the most optimal color palette to precisely calculating viewing angles to capture maximum attention, from predicting visitor movement patterns to 3D modeling of complex structures – every stage of design is transformed into a work of art-science by the system’s deep neural networks. This artificial intelligence not only reduces design time by up to 60%, but also optimizes implementation costs with its predictive algorithms .
The resulting booths are not only beautiful; they are intelligent organisms that can dynamically rearrange themselves by analyzing audience reactions in real time, even during the exhibition. This is our point of difference: the relentless combination of artificial intelligence and human artistic sense , to create spaces that shape the future of the design industry today.
360 degree booth construction
Did you know that our system makes 360-degree creativity a reality? Here, each frame is not just an element, but a multifaceted tool that can appear as a wall, ceiling, floor, or even a suspended structure! If you don’t believe this claim, just look at the image below, where our system challenges conventional design paradigms by breaking physical boundaries.
A living example of this flexibility is the 360-degree structure of the booth : a structure that acts on the back wall not only as a decorative element, but also as an ergonomic ecosystem for displaying brochures. Using a wide range of modular shelves and engineered brackets , this system allows you to present documents not in a conventional way, but in a form that combines functionality and art . Each bracket, like invisible hands, fixes the content in place with museum-like elegance.
This is just the tip of the iceberg! Our system, with its “plug and play” philosophy, proves that limitations are a figment of our imagination. From today on, every surface in your booth can be a canvas for creativity.
Televisions: From Challenge to Boundless Attraction in Booth Building
The use of television at trade shows, while a powerful tool for communicating a brand message, has always been accompanied by a design conundrum: How do you integrate a seemingly simple screen into a booth in a way that is not an extra element, but a harmonious part of your space’s visual story? The main problem lies in traditional support systems ; restrictive brackets that not only reduce design flexibility but often act as a distraction, distracting the audience from the content.
But in our ecosystem, this challenge has become an opportunity for innovation . Using multi-purpose smart structures , any TV can easily become a dynamic wall covering, an interactive ceiling or even a suspended element. This system changes the game with two revolutionary features:
1. Unparalleled compatibility : the ability to install any TV model of different dimensions, without the need for special tools or brackets.
2. Seamless integration : a minimalist design that makes the TV appear not as a device, but as an organic part of the booth.
A successful example of this technology can be seen in our recent project: TVs enclosed in 360-degree structures that act as dynamic lighting elements while playing video. The system even allows the screen to rotate 180 degrees so that viewers can experience the content in full clarity from any angle.
By eliminating the line between “display tool” and “design element,” your booths become a space where every pixel not only conveys information, but also inspires curiosity and engagement . This is where technology, art, and marketing come together in harmony.
Conclusion: Booth building in a new era; where technology, art, and identity blend together
Today’s booths are no longer simple frames for displaying products; they are intelligent ecosystems where every detail, from structure to content, unfolds a coherent narrative of brand identity . What we achieved on this design journey was not just a collection of technologies, but a proof of the principle that human creativity, in symbiosis with artificial intelligence, can reach unprecedented heights.
From Maxima’s self-supporting structures that pushed the boundaries of lightweight engineering, to video walls and urban TVs that connected art with nanometer precision; from 360-degree systems that turned every surface into a platform for innovation, to the proprietary artificial intelligence of the booth construction and decoration system that turned design into a universal language – all testify that modern booth construction is a bridge between the past and the future . A bridge that, on one side, lies respect for cultural heritage and the authenticity of materials, and on the other, the courage to use cutting-edge technologies.
The key to all of these projects was a focus on the audience experience . Whether it was integrating TVs as if they were part of the wall, creating lighting that targeted emotions, or designing intelligent content with booth and decor systems – all of this served to create “moments of amazement .” Moments where the audience was not a spectator, but an actor in an interactive performance.
But beyond technology, what sets our stands apart is the philosophy of seamless collaboration . Working with partners like ABS Group on museum printing, or integrating stand construction and decoration system products into an integrated ecosystem, has shown that true success comes when every link in the chain, from idea to execution, revolves around a love of perfection.
Imagine the future of exhibition design: structures that rearrange themselves by analyzing the audience’s emotions ; surfaces that transform into intelligent interfaces at the touch of a hand; and content that speaks to the audience not on a screen, but in 3D space . This future is not a dream, but a natural extension of the path we have begun today with innovations in exhibition design and decoration systems .
In the end, our booths are not just the final product, but a living manifesto of our belief in three principles:
1. Identity (inspired by culture and nature),
2. Innovation (by daring in the use of technology),
3. Interaction (by creating an unforgettable dialogue).
These three principles are not slogans, but the blood in the veins of every project. And today we have proven that at the intersection of industry and art , it is possible to create works that not only sell products, but also capture hearts.
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