TrADE SHOW …BOOTH…DISPLAY…EXHIBIT

Written By Matthew C

When it comes to trade shows, not all terminology is created equal. Clients often use “booth,” “display,” and “exhibit” interchangeably—but each plays a distinct role in how your brand shows up. Whether you're planning a modest presence or a full-scale brand experience, understanding the difference is key to making strategic design decisions. Here's how the three stack up:

Booth = The Real Estate

  • Definition: The physical footprint you rent at a trade show (e.g., 10’x10’, 20’x20’).

  • Includes: Floor space, pipe-and-drape (in basic packages), and sometimes carpet or power.

  • Analogy: Think of it as your “plot of land” at the show.

Display = The Visual Elements

  • Definition: The signage, graphics, structures, and furniture used to present your brand.

  • Includes: Backdrops, counters, shelving, lighting, digital screens, product showcases.

  • Purpose: To attract attention, communicate your message, and support engagement.

Exhibit = The Full Branded Experience

  • Definition: The complete environment created within your booth space using your display.

  • Includes: Booth + display + staff + interactivity + storytelling.

  • Scope: Often used to describe custom-built or immersive brand environments.

Matthew C
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GIC 2025