The exhibition industry in Cologne is unique because it combines global-scale events with a strong local design culture. Exhibitors must present themselves effectively in highly competitive surroundings, where booth design often determines first impressions. The environment demands displays that are functional, visually appealing, and able to communicate brand identity instantly. As trade shows evolve, booths are no longer mere structures; they have become experiential spaces where businesses engage visitors through storytelling, technology, and interactive features.