3D Exhibits has identified rough-hewn wood as the latest trade show exhibit design trend. Marketers are using this material in their trade show booth displays to make their exhibit environments as warm and inviting as possible.
Expect to see rough textured, unfinished, wide wood beams integrated into all sorts of trade show exhibit designs. Rough-hewn wood makes your booth feel homey, accessible and comfortable. It communicates approachability, authenticity and attests to a down-to-earth perspective.
And, just in case you didn't get the memo, warm and inviting is a must now that the exhibit marketing best practice is to entice qualified attendees to stay and engage long enough to launch a relationship, rather than what we did ten years ago, which was to qualify and disengage trade show attendees as quickly as possible.
3D Exhibits used rough-hewn wood to articulate brand attributes of healthy and outdoorsy for natural foods company, Boulder Brands. This helped Boulder Brands position themselves as a key player at Natural Products Expo West.
But rough-hewn wood isn't just for companies with natural and outdoor products. It's even for companies who are tech-savvy and have scientific research behind their products. Example: for Hill's Pet Nutrition, 3D Exhibits created a display that balanced homey and high-tech by integrating both rough-hewn wood surfaces and innovative interactive technology.
And even on our own 3D Exhibits booth exhibit, which incorporated RFID technology to customize every visitor's experience, we went with a few walls of rough-hewn wood—just to keep it real.
Would your exhibit environment be enhanced with rough-hewn wood?
