Trends & Insights Report:
Elevate Your Exhibit Strategy
NAB 2025
Sparks Trends and Insights Report
NAB Show's Top Trends, Delivered Directly to You
Introduction
Broadcasting Global Change.
Our exclusive analysis of NAB Show 2025 reveals the critical trends shaping the future of media and entertainment. By analyzing key trends, highlighting successful case studies, and offering actionable recommendations, we help industry professionals create meaningful experiences at NAB and similar high-profile industry events to drive strategic growth.
Why Brands Invest in NAB
NAB attracts industry leaders from across the globe.
With dedicated UK and Korea pavilions and attendees from over 160 countries, NAB reinforced its status as a global convergence point. It’s not just an American media show, it’s where global voices meet and launch.
55,000+
Attendees
1050
Exhibitors
160+
Countries
442
International Exhibitors
125
New Exhibitors
53%
First-time Attendees
Exhibitors Carry the Show
NAB's true power is as a launchpad, showcasing the industry's top brands and their latest innovations, from major software and hardware to essential tools like lights and carry kits.
Showing v.s. Telling
The most effective booths prioritized hands-on, demo-led engagement over passive messaging. "Try it, feel it, see it" beat static displays across the board.
Vertical is Essential
Everyone's building up. Double-deckers, hanging signs, tall structures dominated, creating a crowded visual plane where vertical visibility is make-or-break.
Clean, Modern Design Language
Dominant aesthetic: black and wood tones, accent lighting, transparent dividers. Think sleek minimalism layered with subtle interactivity.
Placement Matters More than Brand
Big names with back-corner placements and no vertical presence (like Microsoft) faded into the background. Visibility and location are still strategic levers.
Global isnt a buzzword–it's a baseline
From pavilions (UK, Korea) to the attendee mix, NAB is truly international. The show floor is built for global exchange of tools, ideas, and talent.
Multi-sensory is Expected
It's not just tech on display, it's a full-sensory arena: screens, soundscapes, scent (coffee activations everywhere), podcasting zones, and live gameplay. "Very stimulating environment, not for the faint of heart."
Key Exhibiting Trends
At NAB, key trends included AI in generative and real-time applications, cloud infrastructure and virtualization, mixed support for the creator economy, advancements in streaming and live production workflows, and innovations in sports tech.
01
Simplicity in Storytelling
At NRF, the sheer volume of AI solutions made one thing clear: simplicity cuts through the clutter. Brands that mastered concise, engaging storytelling captured attention and drove meaningful connections.
Success Story:
Dolbys at-home feels
IBM demonstrated the power of simplicity at NRF with their playful Watsonx AI demo. By turning complex AI capabilities into an engaging ping-pong match, they cut through the tech jargon and made AI accessible to attendees. The interactive game, complete with motion-tracking sensors and real-time data display, told a powerful story about Watsonx in a way that was both simple and unforgettable.
Actionable Takeaways:
Simplicity in Storytelling
The "One Thing" Rule
Try to craft your experience and messaging around your one most compelling benefit. This laser focus will make your message more memorable in a crowded environment.
Make It Interactive
Design interactive experiences that allow attendees to discover the value of your tech for themselves. Think simulations, personalized scenarios, or even simple games that illustrate the core benefit in an engaging way.
Visual Storytelling
Develop a central visual motif that represents your core message; a striking data visualization, a compelling animation, or even a symbolic object. Use it throughout to reinforce your story.
Sensory Storytelling
Identify key sensory experiences that connect to your core message. This could be a specific sound, a unique texture, or even a subtle scent. Use it to create an emotional connection with attendees and make your message more memorable.
Empowered Storytellers
Equip your staff with product knowledge, but also compelling stories and conversation starters. Train them to facilitate interactive experiences and guide attendees through your "story."
02
Authenticity in Design
In the pursuit of genuine connection, smart brands embraced authenticity in design. Moving beyond cluttered booths and information overload, they crafted clean, resonant spaces that fostered deeper, more memorable attendee experiences.
Success Story:
Vusion Group
VusionGroup demonstrated the power of authentic design at NRF by prioritizing high-quality materials for key touchpoints. In their spacious island exhibit, these genuine materials created a more impactful and resonant experience for attendees exploring VusionGroup's Connected Store. The focus on quality over quantity reinforced the brand's commitment to innovation and allowed attendees to truly connect with their transformative retail technologies, from enhancing store performance to promoting sustainable e-commerce.
Actionable Takeaways:
Authenticity in Design
Prioritize Sensory Engagement:
Identify 2-3 key touchpoints in your booth design and select materials that offer a distinct tactile or olfactory experience (e.g., textured wood, naturally scented elements). This elevates the experience beyond just "real" to truly memorable.
Curated Storytelling:
Develop a "material narrative" for your booth. Explain how each choice reflects a specific brand value or product benefit. Communicate this narrative subtly through signage or staff interactions, enhancing visitor understanding of your brand.
Strategic Focus, Not Just "Real":
Focus your budget and design efforts on amplifying core messages through a few, carefully chosen authentic elements, rather than spreading resources thinly across a larger, less impactful display.
Sustainability as a Design Driver:
Incorporate sustainable materials and practices such as recycled content, locally sourced materials, or even a partnership with a sustainability-focused organization. Highlight these efforts to demonstrate your commitment to environmental responsibility.
Client Spotlight
SAP
Intuitive Attendee Flow Fuels Engagement
Objectives
Drive awareness of SAP’s end-to-end retail solution capabilities
Enhance brand perception through a bold and engaging experience
Generate demand and progress pipeline by attracting both existing and new customers
Foster the partner ecosystem by visually integrating partners into the space
Seamlessly incorporate the SAP Showcase alongside demos, expert bar and Emarsys activation
Increase visibility of the theater and customer speaker presentations
Highlights
SAP showcased its end-to-end retail solutions in a way that not only drove awareness but also enhanced brand perception, generated demand, and fostered its partner ecosystem. This required a bold and engaging experience that seamlessly integrated various elements—demos, expert presentations, and partner activations—while also maximizing visibility and attendee flow within the exhibit space.
Solution
Designed an open and inviting 80’ x 80’ hybrid exhibit with multiple entry points, prioritizing intuitive attendee flow and maximizing accessibility
Visual integration of SAP partners reinforced their crucial role.
Key experience zones guided attendees through SAP's retail ecosystem, while a dedicated, unprogrammed space with a coffee bar fostered casual networking.
Dynamic LED lighting and mirrored surfaces added depth and visual interest, reinforcing SAP branding and creating a vibrant, cohesive experience.
Sustainable practices, including the reuse of assets from previous SAP events, minimized environmental impact.
Immersive blue structures and compelling digital content highlighted SAP’s impact on the retail sector.
Client Spotlight
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Actionable Takeaways:
Reimagining Classic Elements
Transform the Ordinary
Reinvent common elements with an "unexpected twist" to each. This could involve using unconventional materials, incorporating interactive technology, or even changing the scale or function of the element.
Design with Purpose
Develop a clear narrative arc that attendees experience as they move through your space. Each element of the exhibit should contribute to this narrative, guiding attendees on a journey of discovery.
Bring Products to Life
Design interactive experiences that allow attendees to engage directly with your products. Think beyond static displays and create opportunities for hands-on exploration and even customization.
Amplify Customer Voices
Integrate customer stories in a way that feels authentic and engaging— video testimonials, interactive displays showcasing customer use cases, or even opportunities for attendees to connect directly with customer representatives.
Stimulate the Senses
Consider how all five senses can contribute to your brand message. Think about how elements can work together to create a "sensory symphony" that reinforces your brand identity.
Personalized Pathways
Design different "pathways" that attendees can choose based on their interests. Consider interactive kiosks that offer personalized product recommendations, gamified challenges with different levels, or guided tours tailored to specific attendee segments.
Innovation in Action
Objectives
Establish PayPal as a trusted and proven partner at NRF, the biggest retail event of the year
Showcase PayPal’s new brand identity and its future-ready tools and solutions in an engaging, experiential way
Reinforce key brand attributes: trust, simplicity, and optimism
Develop a bold, standout presence that differentiates PayPal from competitors
Solution
3D Exhibits designed a 20’ x 30’ custom exhibit featuring backlit arches that echoed the PayPal logo, creating a strong and recognizable brand presence.
Strategic positioning of branding below hanging signage ensured optimal visibility.
Bold LED displays on three sides showcased key messaging, while clear walls balanced an open and welcoming atmosphere with a sense of security and professionalism.
Created an innovative, interactive attendee journey, beginning with a barista station where guests received branded coasters highlighting specific business pain points. These RFID-enabled coasters then triggered personalized content on touchscreens, allowing attendees to explore tailored PayPal solutions.
Client Spotlight
Shopify
Highlights
PayPal captivated attendees at NRF with an engaging and experiential showcase of its new brand identity and future-ready tools and solutions. This successful activation reinforced PayPal's position as a trusted and proven partner while highlighting its key brand attributes: trust, simplicity, and optimism, and setting it apart from the competition.
Hands-on Product Demos Drive Connection
Objectives
Drive lead generation by creating an engaging, interactive on-site experience
Showcase Shopify’s product suite and customer stories through best-in-class interactive digital experiences
Incorporate a retail “store” experience to highlight Shopify enterprise merchants and offer branded swag
Enhance hospitality by collaborating with Shopify merchant Loveless Coffees to provide coffee and tea
Highlights
Shopify created an engaging and interactive on-site experience that drove lead generation while effectively showcasing its product suite and customer stories. A key win was the integration of a retail "store" experience. This unique element highlighted enterprise merchants, offered branded swag, and served as a central hub alongside dedicated areas for demos, presentations, and high-value customer discussions.
See. Touch. Experience.
Solution
Designed a 40’ x 60’ hybrid space with multiple demo areas to facilitate hands-on product interactions.
Central workshop zone became the focal point, hosting over 1,500 live demos and interactive sessions, significantly exceeding Shopify's engagement goals.
Integrated digital interactivity, including touchscreen demos, POS Go stations, and synchronized LED signage, further enhanced the experience.
A premium hospitality experience was curated in partnership with Shopify merchant Loveless Coffees, providing attendees with complimentary coffee and tea.
Strategically placed meeting rooms and lounges facilitated more than 150 high-value customer discussions, contributing to a substantial increase in qualified leads.
The design aesthetic, using light neutrals with earthy pops and balanced branding elements, created a premium, modern feel that subtly reinforced the Shopify brand.
Objectives
Design a retail-like space that effectively showcases LS Retail’s products
Create an immersive experience where attendees feel like they are shopping with LS Retail solutions
Incorporate interactive product demos to highlight key features and benefits
Ensure seamless integration of digital and physical elements for an engaging visitor journey
Highlights
LS Retail captivated attendees at NRF with an immersive retail experience that effectively showcased its products and demonstrated the power of its retail solutions. This innovative approach, moving beyond a traditional exhibit design, created a memorable and impactful presence that resonated with attendees.
Solution
Designed a realistic 30’ x 32’ hybrid retail store, providing a hands-on, simulated shopping experience powered by LS Retail solutions.
A striking 14’ high entry wall, featuring a lit-up LS Retail sign, ensured strong brand visibility.
A 2m x 3m ClearLED showcase added a dynamic element, displaying engaging product videos while allowing attendees to see through the space.
Interactive product demos, including a coffee ordering system and a Blue Lagoon skincare purchase system, brought the technology to life and highlighted its practicality and ease of use.
SEG fabric rental walls and client-designed vinyl-wrapped cabinets created a polished, branded aesthetic.
Your NRF Advantage.
Sparks is more than a trade show experience agency — we're NRF experts.
With over a dozen top exhibits under our belt, we have a deep understanding of what works on the show floor. From strategic design to engaging activations, we craft experiences that resonate with attendees and deliver results.
Let us put our NRF knowledge to work for you.
Client Spotlight
LS Retail
