At EXHIBITORLIVE in Louisville, Exhibitor Group presented Mitchell Mauk of Mauk Design with its Lifetime Achievement Award for the inspired and unorthodox exhibits he's developed across decades, working with such titans as Apple, McDonald's, and Play Station, to name a few. (Check out his interview.) While bestowing Mauk with such an award may seem premature – after all, he has no plans to retire anytime soon – it is the right time for the industry to recognize his talent, elevate his method, and embrace his approach because show floors could use a big jolt of Mauk right now. We're currently short on that one characteristic that's a hallmark of Mauk's designs: creativity.

Nobody was surprised that trade show exhibiting and corporate events were conservative coming out of COVID, especially considering the gutted budgets. Companies were wary of reinvesting in programs, uncertain whether audiences had adopted different ways of networking and doing business. Nobody knew if attendees would be eager to hurry back to show floors.

That uncertainty has been reflected in exhibit halls (even after attendance rebounded) where booth design has become, for lack of a better word, underwhelming. This was true at even the most boundary-defying shows such as the International Consumer Electronics Show and EuroShop where we expect exhibits to push the envelope in terms of design and experiential marketing. At first, I thought I might be the only one thinking that things were stale. But everyone seems to describe the exhibits at shows and events the same: "It was OK." That word tastes like mold.

Here's the thing: I don't think the designers are to blame. Exhibitors themselves (or their C-suites) remain risk averse, and it shows. I recently facilitated an award judging with a panel of designers, who evaluated submissions from some of the best exhibits over the past year. And the most used phrase was, "It's fine." It made my ears itch.

That's not to say that there aren't some exhibitors and corporate event marketers who are absolutely crushing it. However, it's hard to tell if those standouts are truly sensational, or if they shine only because everything else around them is simply "fine." Collectively, that's a problem.

But it's not the only one. According to research Explori conducted in partnership with EXHIBITOR and The Exhibitor Advocate, marketers with less experience in the industry view exhibiting as less valuable than those who have been involved longer. (See "Exhibit Leader Insights 2023") How will we win over the skeptical younger generation if our veterans are also unimpressed with what they find on the trade show floor?

This is why it's time to shine the spotlight on the Mauks of the industry. And it's not about design for design's sake or storytelling for storytelling's sake. The convergence of innovative ideas and exceptional design is the driving force behind captivating attendees, leaving lasting impressions, and ultimately, fostering business success.

With a flair for the avant-garde, Mauk's work is marked by a seamless fusion of form and function, where aesthetics complement purpose, and each design element serves a strategic objective. Mauk's unconventional approach has opened doors to new dimensions of possibility, captivating audiences with immersive displays that tell compelling brand stories. He understands the significance of holistic storytelling and that arresting design contributes to the larger narrative. This coherence ensures that a company's brand identity is reinforced across all touchpoints, leaving no room for confusion or dilution. That intersection of creativity and trade show exhibiting is where true marketing magic happens. E