I recently attended our sister association’s AEO Forums, specifically the operations stream. This year’s theme, ‘Beyond the Algorithm’, explored where automation ends and imagination begins, and why creativity and human connection still matter in an increasingly tech-driven world. It was a timely and genuinely engaging discussion. Grab a coffee and have a read....
The Changing Role of Creativity in Event Design
One session focused on the creative journey of events. Organisers spoke openly about how they approach creativity in areas they directly influence, such as feature zones, entrance experiences, flooring, rigging and signage etc. These elements help shape identity, but they represent only part of the visitor's experience.
Why Exhibitor Stands Matter More Than Ever
What felt less explored was the impact of exhibitors and their stands on a show. Exhibitor stands form a major part of any visitor's experience, yet the discussion largely stopped short of how organisers might actively encourage greater creativity in that area.
So, I asked the panel if that encouragement is happening in practice. Do organisers engage exhibitors early enough to inspire more imaginative stand designs? Is there scope for encouraging friendly competition, such as awards for innovation, interactivity or standout experiences? And how robust are those conversations across the industry right now?
The response was honest and fair. Ops teams focus on safe and efficient delivery, sales teams focus on selling space and hitting targets, and marketing teams concentrate on attracting visitors. All are vital roles, but it underscored that discussions about exhibitor creativity do not always fit neatly within one department. As a result, they can easily slip through the cracks.
The Risk of Playing It Safe
The Stronger Together Survey highlights the wider pressures shaping behaviour. 92% of ESSA members reported overall operating costs increased between January 2024 and January 2025, with the average cost rise sitting at 18% (see the full Stronger Together Survey Results, Nov 2025). In addition, 71% have had to increase prices to combat rising costs and 49% said clients have a poor understanding of the logistical realities and costs of services.
In that environment, exhibitors can understandably default to familiar stand solutions rather than investing in more ambitious creative approaches.
Creativity in Event Design Is a Performance Multiplier
Visitor expectations are rising. Interactive, well-considered builds drive dwell time, spark conversation, generate stronger leads, and creates social visibility. When properly planned, creativity in event design is not a cost burden; it is a performance multiplier.
Early Conversations Create Better Outcomes
Encouraging creativity does not require larger budgets or additional bureaucracy for organisers. It often begins with simple, early conversations during the sales process, via exhibitor guidance or communications. These early touchpoints also create space to discuss planning, competence, and delivery.
How Accreditation Supports Creativity in Event Design
Andrew, CEO of ESSA, adds on my point:
“Early engagement is one of the most effective ways to balance creativity with safety. When exhibitors engage early and work with competent, accredited suppliers, it allows more ambitious ideas to be developed with confidence. Accreditation supports better planning, smoother approvals and safer delivery, rather than limiting creativity.”
Poorly planned or last-minute designs increase risk for everyone involved. Working with experienced, accredited contractors helps to ensure stands are imaginative, structurally sound, compliant and safely managed.
Better Planning, Safer Builds, Stronger Experiences
This is not about criticising how events are currently being delivered. Many organisers already do a fantastic job of inspiring exhibitors and setting clear creative and safety expectations. And not every show format will suit bold or immersive builds, and that is absolutely fine.
But where it does, there is a clear opportunity to lift the entire experience by encouraging earlier, more open conversations between organisers, exhibitors and suppliers.
Better dialogue leads to better planning. Better planning leads to safer builds, more confident creativity and stronger outcomes for everyone, including exhibitors, visitors, suppliers and organisers alike. In an industry built on collaboration, that feels like a conversation worth having more often.
So what do you think? Could a bit more of that encouragement help take our shows to the next level? For full survey insights, see ESSA’s Stronger Together Survey Results (November 2025).
