Is your trade show presence turning heads—or turning away traffic? At this year’s International Contemporary Furniture Fair (ICFF), the brands that generated buzz weren’t necessarily the biggest. They were the boldest. From pastel concrete sinks to immersive lighting displays, ICFF 2025 made one thing clear: innovation, personality, and experience are what make people stop, engage, and remember.
UpSpring sent team members to the show floor not just to admire beautiful products—but to decode what the most effective booths, brands, and designers are doing right. What emerged was a clear message for building product manufacturers and interior design brands: your next trade show isn’t just about showing products—it’s about showing up with purpose, emotion, and edge.
Here are the top trends we saw—and what they mean for your marketing strategy.
Color was everywhere at ICFF 2025. Pastel concrete emerged as a surprise star, with hues like matcha green, blush pink, and soft yellow making bold appearances in sinks, firepits, and fixtures. Alongside this pastel palette, saturated blues and greens added richness to product lines that, in previous years, would’ve defaulted to white or gray.
This shift isn’t just aesthetic—it reflects consumer demand. In fact, 64% of homeowners now consider color a top priority in design decisions.¹ It’s no longer a backdrop; it’s a brand differentiator.
Across product categories, designers embraced curves, blobs, and abstract silhouettes. These softer, more organic forms showed up in everything from drawer pulls and light fixtures to mirrors and chairs. Lighting especially leaned into sculptural design—with droopy, ropey, and draped fixtures turning functional elements into expressive statements.
These pieces didn’t just light up rooms—they created moments of visual impact. They reflected a desire for interiors to feel less clinical and more emotionally engaging.
Matte finishes, fluted surfaces, and tactile materials like concrete and marble gave products a more grounded, sensory appeal. The use of texture across categories—especially lighting and hardware—offered subtle ways to elevate and differentiate.
Concrete, in particular, felt refreshed. Rather than raw or industrial, it was refined—made softer through pastels and paired with sculptural shapes that added elegance. In a trade show where visual distinction is everything, these tactile layers offered visitors a reason to look closer.
Natural influences showed up across the show floor—not just in material choices, but in mood and storytelling. Morpho’s immersive, garden-like booth recreated a feeling of outdoor serenity, while other exhibitors evoked nature through organic forms, earth-toned palettes, and sustainable materials.
Some of the most compelling examples came from emerging designers. One studio showcased stackable tables made entirely from textile waste, merging sustainability and sculpture in a way that felt future-forward.
And that matters: 88% of millennial and Gen Z consumers say a brand’s sustainability practices influence their purchasing decisions.² Nature-inspired doesn’t have to mean green walls—it’s about designing with empathy and accountability.
No category pushed creative boundaries quite like lighting. Exhibitors treated lighting as a medium for storytelling, not just functionality. From suspended, kinetic fixtures to interactive installations, lighting displays often felt like immersive art galleries.
Larose Guyon’s booth stood out for its walk-in, gauzy design, complete with live artisan demonstrations. It was more than a product showcase—it was an environment. These spaces made a statement: lighting isn't just about seeing—it’s about feeling.
Technology was subtly but thoughtfully integrated throughout the show. Leon Speakers offered high-end audio solutions disguised as art. Elsewhere, brands showcased TVs hidden behind retractable shades and beautifully crafted pool tables designed to look more like high-end furniture.
Today’s consumers are looking for function that enhances, not disrupts, their environments. Smart design doesn’t need to be flashy—it needs to be seamless.
Brands that went beyond traditional displays to create interactive, immersive experiences consistently drew the biggest crowds. Some booths offered photo ops or interactive swag. One student designer even offered a printout that let visitors cut and assemble a mini version of their chair—turning their booth into a tactile takeaway.
By contrast, booths that relied on “four walls and some rugs” struggled to capture attention.
And the data backs it up: experiential booths generate stronger brand recall and significantly higher post-show engagement.³ Design is no longer just visual—it’s visceral.
Despite the visual innovation at ICFF, digital engagement was surprisingly underutilized. Most booths relied on QR codes or badge scans. Only a few integrated clever tactics like NFC tap cards that instantly launched Instagram profiles, or personal photos taken on-site and used for later outreach.
Trade shows are rich moments for brand-building, but without a digital follow-up plan, most of that momentum vanishes after the booth closes. The brands that bridge physical experience with digital storytelling will be the ones that stay top-of-mind.
Several booths truly embraced storytelling—not just in visuals, but in brand identity, signage, and interaction. Akustus paired vibrant color with cheeky, memorable messaging. Hush Acoustics invited attendees to “step inside the hush,” creating a sensory experience that aligned with their product purpose.
In contrast, some exhibitors lacked basic brand identifiers or clear product descriptions. A few had high-end products on display—but no way to tell what they were, who made them, or why they mattered.
The takeaway? If visitors don’t know what they’re looking at—or who you are—you’ve lost the chance to connect. Clear, cohesive storytelling isn’t a luxury; it’s a requirement.
Talks and panel discussions underscored how younger designers are reshaping the industry’s values—from what defines luxury to how sustainability is framed. One speaker noted the importance of making connections across boundaries: public/private, emerging/established, national/international—to foster innovation.
The message was clear: younger generations prioritize meaning, story, and emotional resonance. They’re spending on experiences, not just products. They want to feel something—and they want the brands they support to stand for something.
ICFF 2025 wasn’t just a showcase of great products—it was a masterclass in how design brands can engage through story, space, and strategy.
If your brand is preparing for its next trade show appearance, remember: it’s not enough to show up. You have to stand out. And to stand out, you need a plan—from booth design and media outreach to post-show engagement and social storytelling.
UpSpring helps building product and design brands craft immersive marketing strategies that generate buzz, drive engagement, and deliver lasting results. From PR and digital strategy to booth concepting and media coverage—we’ve got you covered.
[1] Houzz U.S. State of the Industry Report, 2024
[2] Deloitte Global Millennial Survey, 2024
[3] Event Marketer Experiential Benchmark Report, 2024
.avif){kind=logo}
