Creative Design Abounds at IMEX 2025
IMEX 2025 in Las Vegas once again proved why it’s the premiere global event for the meetings and incentive travel industry, where design and innovation meet strategic storytelling on every square foot of the show floor. As our team walked the corridors of Mandalay Bay, we were inspired by the creativity, craftsmanship, and brand intelligence shaping today’s most effective booth environments.
From large-scale pavilions to nimble pop-up activations, this year’s exhibitors leaned into experiential design that prioritized engagement and emotional connections, blending spacious meeting areas while putting brand style at the forefront. For us, IMEX 2025 was more than an industry showcase; it reaffirmed what we know best: exceptional design starts with insight. The most effective booths blended strategy with sensory experience, transforming what could be a simple row of two-top tables with dividers for buyers and sellers into a memorable engagement. With over 15,500 buyers and sellers in attendance, it’s imperative to leverage every element of a brand’s style to stand out in a sea of competition on the show floor. Here are our takeaways on what makes a booth go from good to great.
Captivate and Engage With Creative Booth Designs
Everything is a show in the event space with city and country tourism bureaus. Brands at IMEX were far from short on creativity. From the top down, securing a deal comes down to attention to the most minor details in a relatively confined space. In fact, studies show that 76% of trade show attendees will visit a booth based on the quality of the design. Take Visit Milwaukee, for example. A city known for its beer and sports, the team utilized a pop-up container to create a sports bar atmosphere, complete with interior space and sliding doors to cut down on noise from the show floor. Additionally, color-themed carpeting created the feel of a patio over water, complete with grassy outdoor space and string lights, subtle but impactful touches that added personality to the booth.
Indulging in your company’s creativity and letting it stand at the forefront of your design will always get the attention of your customers. Many exhibitors leaned into cocktail hour by inviting guests in for regional sample cocktails. In Louisville, a speakeasy-style open floor plan featured deep leather chairs, whiskey barrels, and bar tops, while in New Orleans, archways and brick-walled Creole architecture blended French, Spanish, and Caribbean influences.
Balance Fun, Function, and Brand Impact
Companies of all shapes and sizes operate with varying budgets. How do you maintain the volume of client meetings while standing out boldly and effectively? For example, Visit Orlando developed two front-and-back portal arches to anchor their booth, then added a lightweight rollercoaster track above and around the space, complete with a small coaster train as a photo-op. This fun, interactive element drove engagement and gave visitors a memorable takeaway. Studies confirm that 82% of attendees stating they’ll remember brands with visually appealing and eye catching booths.
Intentional Designs That Reflect Authentic Brand Identity
In a space filled with people from all over the world, the boldest brands stand out with purpose. This year, a noticeable trend was intentionality, showing that every design decision mattered. Studies show that 79% of trade show attendees report that a well-thought out booth can affect their perception or business choices, it shows that every decision matters. Exhibitors leaned into culture, cuisine, and hospitality to create authentic moments. Coffee bars energized attendees and sparked conversations about Colombia or Puerto Rico’s offerings, while regionally inspired treats provided a welcoming touch. While big elements drive sales, it’s often the small, authentic details that strengthen client relationships.
Creative Design That Delivers Results
The impressiveness of IMEX doesn’t solely lie in the amount of business conducted at a show of this scale, but for an experiential marketing agency, we see that this lies in the array of creative design. Thoughtful approaches spanned every aisle of the show floor. From tech-driven integrations like Peru’s immersive floor-to-ceiling digital display celebrating the country’s natural wonders, to Toronto’s geodesic dome highlighting the city’s skyline, and the soft wood and greenscape of Meet in Ireland’s booth, inspiration in creative design was everywhere. Each example offered a blueprint for thinking beyond convention – outside the box, and outside the booth.
IMEX 2025 reaffirmed that in experiential marketing, success is about more than just space; it’s about strategy, creativity, and intentionality. From immersive environments and thoughtfully curated details to bold visuals and authentic experiences, the most effective booths balance form with function while staying true to the brand’s identity. Whether it’s a playful photo-op, a regionally inspired cocktail, or a purposeful layout that guides conversation, every decision on the show floor can elevate engagement, foster meaningful connections, and leave a lasting impression. For brands and agencies alike, the takeaway is clear: lean into your creativity, be intentional with your design, and let authenticity guide every interaction, because the most memorable experiences are the ones thoughtfully built from the inside out.
