Exhibitions have always been extraordinary spaces. They’re places where ideas first meet reality, where businesses encounter their future customers face-to-face, and where innovation (big or small) gets its first real audience. From grand halls to sleek digitally enhanced spaces, exhibitions have always told stories, sparked conversations and ignited long lasting relationships. At Imagine Events, we’ve spent almost three decades watching exhibitions evolve and helping to shape that evolution. Now, as we approach our 30th year, we’re looking back with admiration and forward with excitement at why exhibitions matter more than ever.
The beauty of exhibitions lies in their constant duality: timeless yet ever-evolving. While the methods, technology and aesthetics might shift dramatically, their essential role in connecting brands and audiences never wavers. Exhibitions thrive because they adapt; they reflect cultural moments, technological leaps, and changing audience expectations. At Imagine Events, we call this Exhibitionology (read more about that here).
1851: The Great Exhibition - Where Innovation Became Spectacle
When the doors of London’s Crystal Palace opened in 1851, the world experienced something entirely new. Imagine vast halls of glass and iron, filled with inventions so astonishing, so ambitious, that visitors hardly knew where to look first. This was innovation made tangible. A place where photographs appeared alongside locomotives, and the telegraph shared a stage with intricate textiles from around the globe.
The Great Exhibition wasn’t just a show, it was a promise that the world was changing and exhibitions were the places to see that change first. Today, that spirit of groundbreaking ambition lives on, whether it’s CES showcasing the latest technology or trade fairs revealing next year’s must have innovation.
At Imagine Events, we draw inspiration from this pioneering moment every day. Like those early visionaries, we know exhibitions aren’t merely about standing out - they’re about moving forward.
1920s-1930s: Art Deco - When Style Became Substance
Between the world wars, exhibitions became more than places to display products, they transformed into showcases of elegance, optimism and visual storytelling. The sleek geometry, bold typography and dramatic lighting of Art Deco stands didn’t just draw attention; they made a powerful statement. Brands realised, perhaps for the first time, that the way they presented themselves mattered as much as what they presented.
Think of the iconic 1925 International Exhibition of Modern Decorative and Industrial Arts, in Paris - where the Art Deco style made its global debut, influencing everything from architecture to household products. Its echoes are still seen in contemporary stand design, where refined aesthetics and visual clarity help visitors instantly understand and trust a brand.
At Imagine Events, we continue this legacy. Like the best Art Deco designers, we know good exhibition design doesn’t merely decorate, it communicates.
1950s - 1960s: Simplicity - Less Noise, More Clarity
In the post-war era, exhibitions faced a new challenge - austerity. Budgets shrank and designers had to make every decision count. Stands became simpler, more functional and incredibly clear. Exhibitions of this period might not have had the grandeur of previous decades, but they were more purposeful than ever. Messages became focused, interactions intentional and navigation straightforward.
Brands learned something valuable: you don’t always need to shout loudly to be heard clearly. This era taught exhibition designers the power of restraint and precision, lessons that still resonate strongly today.
At Imagine Events, clarity remains central to our philosophy. We know that an effective stand isn’t always the loudest - it’s the one that communicates with certainty and purpose.
1970s - 1980s: Interactive Innovation - The Audience Joins In
By the 70s, exhibition visitors had grown accustomed to merely looking. But then designers asked a groundbreaking question - what if people didn’t just look but actually got involved? Exhibitions began to integrate interactive elements - visitors could touch, test and experience products firsthand. Whether it was early computer demonstrations at the iconic CeBIT event as part of the Hanover Fair or hands-on kitchen appliance displays, exhibitions became immersive experiences for the first time.
Interactivity wasn’t a gimmick; it changed how audiences engaged with brands. People spent longer on stands, remembered more, and connected emotionally - fundamental shifts that reshaped exhibition design forever.
At Imagine Events, we embrace interactivity wholeheartedly. But we understand it’s not just about creating spectacle - it’s about meaningful moments that deepen relationships between brands and their audiences.
1990s - 2000s: Brands Step Into the Spotlight
In the 1990s, exhibition design took a bold leap forward. Brands realised exhibitions weren’t just sales tools - they were stages to build powerful identities and emotional connections. In the UK, events like the British International Motor Show showcased not just cars, but entire lifestyles, with stands designed to captivate, entertain and immerse.
Consider the renowned Jaguar stands of the late 90s: refined yet dynamic spaces where lighting, multimedia and sleek architecture created an immediate impression of luxury and performance. These stands didn’t just show products, they told stories, pulling visitors into experiences they wouldn’t forget.
This period proved that thoughtful, story-driven exhibition design doesn’t just capture attention - it turns visitors into brand advocates.
At Imagine Events, storytelling through design is at the heart of our approach. We started in the 90s, when brands first stepped into the spotlight and we’ve been helping them own the stage ever since.
2000s: The Digital Revolution - Intelligent Design Takes Centre Stage
As we entered the new millennium, exhibition design was no longer purely about aesthetics or interactions. It became strategically driven by data and digital insights. Brands started capturing visitor information in real-time, and exhibitions transformed from spaces of mere presentation into arenas of measurable engagement.
In the UK, events like the Mobile World Congress (then hosted in London) showcased how tech brands began to use analytics to optimise stand layouts, visitor flow and interaction points. Stands evolved to become smarter, offering personalised experiences and connecting deeply with individual visitors, turning passing moments into lasting relationships.
Today at Imagine Events, digital integration isn’t about filling space with screens. It’s about harnessing technology to create smarter, more meaningful interactions - designing exhibitions that don’t just look impressive but genuinely deliver results.
2020s: Post-Pandemic Design - Creating Space to Connect
The events of 2020 forced exhibitions to pause and in that moment of reflection, something remarkable happened. Brands and audiences realised just how powerful the simple act of coming together in person truly is. Post-pandemic exhibition stands have become more intentional, thoughtful and considered than ever before.
Designs now blend openness and flow with digital sophistication, creating spaces where visitors feel both safe and inspired. The UK’s exhibition industry has embraced this shift with events like BETT and ICE leading the charge, showcasing spacious yet engaging stands that marry physical comfort with digital interactivity.
At Imagine Events, we see this new chapter as an exciting return to the essence of exhibiting. It’s about providing not just a space but a genuine experience. Places where people don’t just meet brands but connect with them meaningfully.
Exhibitions Past, Present and Future - Celebrating all things Exhibitionology
Looking back through the decades, one thing becomes clear: exhibitions are extraordinary spaces that adapt, evolve and yet remain powerfully timeless. They have always provided brands with something unique - a space where personal interactions lead to genuine, lasting connections.
For nearly 30 years, Imagine Events has been part of this incredible journey, supporting ambitious brands as they step onto the exhibition stage. We’ve seen trends come and go, watched technology transform interactions and adapted to new ways of bringing people and brands closer together.
But the heart of what we do remains unchanged. At Imagine Events, we call it Exhibitionology - our proven method that blends strategic insight, creative bravery and operational excellence to design exhibitions that don’t just look incredible, they deliver real results.
As we approach our 30th anniversary next year, we’re excited to celebrate three decades of doing what we love best. Exhibitions aren’t just our business - they’re our passion. And as we look to the future, we remain dedicated to creating spaces where stories are told, relationships are built and extraordinary things happen.
Here’s to the next chapter - because exhibiting, now more than ever, matters.
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