The fall trade show season hit its peak as Pack Expo Las Vegas and WEFTEC Chicago took place during the same week. Together, the two events drew tens of thousands of professionals from around the world and energized two of the largest trade show cities in the United States with innovation, technology, and nonstop energy.
For Apple Rock, managing client exhibits at both shows offered a unique perspective on how strategy, design, and logistics perform under pressure. Multiple programs ran simultaneously, each focused on creating spaces that encouraged conversation, showcased products effectively, and supported measurable business results.
Insights from Las Vegas and Chicago
Both cities continue to set the standard for large-scale events, offering world-class venues and infrastructure that handle high traffic with ease. This year, the atmosphere at both shows felt confident and forward-looking. Exhibitors were focused, and attendees came ready to explore new solutions and discuss next steps, while sustainability and smart logistics remained top of mind.
At Pack Expo, automation and process efficiency dominated conversations. Attendees were looking for ways to streamline production and integrate technology that reduces downtime and labor costs. The event also drew an international audience, signaling that packaging and logistics remain global priorities.
WEFTEC’s audience brought a more technical focus, with strong interest in water reuse, process control, and energy efficiency. Many companies demonstrated full working systems, showing a preference for real-world application over conceptual displays.
Design trends defining the season
Visual restraint works
The most successful exhibits at both shows used streamlined, focused layouts that made space for one-on-one interactions. Fewer words, stronger visuals, and intentional lighting drew more attention than overfilled displays. Attendees gravitated toward environments that were easy to navigate and visually calm.
Modular design is now standard
Flexibility and reuse continue to be priorities. Exhibitors want structures that can adjust to different footprints while maintaining brand consistency. This approach saves cost, simplifies logistics, and supports a unified image from show to show.
Lighting and materials add warmth
Brands across industries are leaning into natural textures, layered illumination, and inviting color palettes. These details humanize technology-driven displays and make complex products easier to approach.
Sustainability has matured
It is no longer treated as a separate initiative but as part of every decision. Lightweight shipping materials, recyclable graphics, and reusable components are now common practice. Exhibitors are not just doing it because they should—they are doing it because it makes sense.
Live demonstrations remain unmatched
Hands-on engagement continues to outperform static displays. Whether it was a working system or an interactive sample station, demonstrations held steady crowds and created the strongest memories.
Client spotlights
Lantech – 50×64 island
This exhibit was built around live demonstrations that showcased automation systems in motion. The open layout allowed clear visibility and conversation from every angle, reflecting a design focused on performance and accessibility.
Sanko / T.H.E.M. – 30×30 island
A space that delivered one cohesive story. Visitors could move naturally between brands while exploring single-serve packaging innovations. Clear messaging and structured flow made it easy to connect with products.
Bühler Group – 20×30 island
A welcoming space designed for conversations. Natural finishes, warm lighting, and a balanced layout encouraged visitors to stay and engage. The exhibit combined professionalism with hospitality in a way that fit the Bühler brand.
Bericap – 21×30 island
A bright, product-centered environment where structure and comfort met. Graphics highlighted global reach while the presentation kept focus on the product line. The space supported both walk-up visitors and scheduled client meetings.
SPX Flow – 10×20 inline
SPX Flow maintained consistency across both events with matching 10×20 layouts in Las Vegas and Chicago. The exhibits used motion, sound, and digital content to create presence without distraction, creating an experience that felt both polished and approachable. At WEFTEC, the exhibit earned an Honorable Mention for Best Inline Design for its balanced presentation, efficiency, and visitor experience.
One clear takeaway
Pack Expo and WEFTEC 2025 confirmed that preparation and purpose still define success. The most effective exhibits were not the largest or the most complex, they were the ones designed around clear goals, teamwork, and genuine engagement.
Two major shows, two major markets, and one clear takeaway:
when strategy drives design, results follow.
We’re proud to continue helping clients bring those strategies to life. Ready to see what that looks like for your next event? Let’s build your strategy together.
