Post-Covid and Brexit, in a business environment combining a growing appetite for sustainability with rising energy costs, supply chain uncertainty and the mind-bending possibilities of the metaverse, Ignition CEO Sam Rowe looks at how we can futureproof exhibitions and events. 

This article will look at the factors affecting the future of physical exhibits, because post-pandemic perceptions are certain to have a long-term after-effect here. These will mainly centre on two areas: 

• safety and security – overcoming residual visitor anxieties 

• a growing sense of urgency around sustainability.

Let’s look at the issues around safety first. We’ve already been asked by some clients for stand designs that anticipate another wave of the virus – or even a different virus – so we’re designing stands that help regulate visitor numbers, with controlled access/egress, whilst ensuring designs remain- open and welcoming. We’re incorporating the very latest anti-viral technology too and adapting on-booth content for touch-free or gesture-based interactions, with content carefully-paced to prevent bottlenecks. Not everyone feels comfortable using a touch screen either – even with the clearest reassurances – making gesture technology a sound short-medium term option.

Clients are still asking for transparency within panels and wall segments, especially where visitors move round corners or across intersections, to take away any sense of the unknown, whilst sought-after surface materials are either anti-bacterial or anti-viral, with moisture-, bacteria- and mould-resistant finishes able to help prevent the accumulation of pathogens. All iPads, touchscreens, models and products need to be treatable with antiviral surface coatings, whilst UV lights are located around high contact areas and can be activated overnight to ensure surfaces are fully sanitised.

When it comes to sustainability, things are moving forward at pace we’re delighted to say. Historically, we’ve experienced many instances when sustainability was little more than a tick-box for procurement departments. Now, more switched-on businesses are asking designers and suppliers for serious proof of environmental sustainability. ‘Beware greenwashing’ is the clear message.

Globally, approximately 32,000 exhibitions take place each year, featuring 4.5m exhibiting companies and attracting over 303m visitors. That’s a lot of potential wastage. As we know, it’s the associated cost that is the greatest barrier to change. It is a burden that has to be shared realistically between buyer and seller. On the client side, businesses and procurement departments now have a corporate responsibility not to go for the lowest bidder – as so many still do – and accept that the cost associated with not doing business sustainably is ultimately at the expense of the environment. 

Exhibition stands need to be designed with re-use and repurposing in mind. For clients who exhibit at several shows a year, a reconfigurable kit with a lifespan of five to 10 years can make a significant impact on reducing carbon footprints. For those wanting a modular, re-usable exhibition kit – or for whom it’s less relevant for one-off shows or events – we offer a ‘made for metamorphosis’ approach, where components can be adapted for different uses, rather than going to landfill. Think event or merchandising backdrop, pop-up shop or garden shed.

Investing in displays that fit into smaller vehicles helps too by lowering fuel consumption and transport costs. Minimising a display’s volumetric capacity can include using semi-rigid, rollable or tension-fabric graphics, rolled into space-saving carry bags and graphics drums. If clients want rigid graphics, a display can be created that pieces together smaller graphic panels. Lighting is also offers myriad energy-efficient alternatives, from ever-reputable light-emitting diodes (LEDs), to eco halogens and compact fluorescent lightbulbs (CFLs). Powerful and engaging presentations, showreels and interactive experiences can also be achieved using sophisticated tech that’s kinder to the environment too. Flat screens, interactive surfaces, and smart technology are all making regular appearances at expos across the globe with energy-efficient options. 

As exhibitors increasingly require environmentally-friendly graphic substrates, availability has followed suit too, including honeycomb board – a rigid substrate made from 100% recyclable material. Recycled cardboards and sustainably-sourced wood are other potential candidates for a ‘green’ stand substrate. Printing is another area ripe for improvement. Traditional processes often use petroleum-based, or other solvent-based inks, which release volatile organic compounds (VOCs) when drying. These are greenhouse gases and a definite contributor to global warming. Offset printing alone releases around 500,000 tonnes of VOCs into the atmosphere annually. We encourage clients to use printing processes that eliminate solvents or to use waterless ink to eliminate the release of VOCs. Where we can’t re-use or recycle, we repurpose, using leftover carpet, for example, to line crates to ship exhibits.

None of us can read the future completely, but the essence of futureproofing is about reading the present tense both explicitly and implicitly. What do we think the exhibitions and events of the future will be? Hybrid, meta, safe, clean, modular and green. Bring them on. 

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