06/17/2026
Recently, I read Emily Olson's article "Muscle Memory" in EXHIBITOR magazine, and one idea has stayed with me ever since: trade shows aren't something we invented—they're something we inherited.
While visiting Istanbul's historic Spice Bazaar, Olson observed that "the stalls inside looked much like the 10-by-10s or pop-ups we know." Despite being separated by nearly 1,700 years, the similarities were undeniable.
What struck me most was Olson's observation that although she couldn't understand the language being spoken, she understood the interaction. Through eye contact, smiles, and genuine engagement, there was a universal connection that transcended words. It was simple.
Long before convention centers and exhibit halls, traders traveled the Silk Road to exchange goods, ideas, and stories. They returned time and again, building reputations and relationships within their communities. As Olson writes, "Traders came back and built reputations… we didn't invent trade shows."
Every exhibit, whether it's a custom island display or a simple 10-by-10 booth, is designed with the same goal in mind: to create a moment that captures attention and invites conversation. Olson describes it perfectly: "The impulse to get people to stop. And the desire to feel intrigued enough to want to stay. That's the very essence of connection."
At Exhibit Design Consultants, that's what we strive to create. Not just structures, graphics, or environments, but spaces where conversations begin, relationships grow, and trust is built. Because at the heart of every successful trade show isn't the booth itself—it's the human connection that happens inside it.
And maybe that's why trade shows continue to endure. They aren't a modern marketing tactic. They're one of humanity's oldest traditions, still bringing people together today.
Credit: Emily Olson, "Muscle Memory," EXHIBITOR Magazine (April/May 2026).
