Partner Perspectives: How to Make a 10×10 Trade Show Booth Successful -

It’s hard to wow with a roll-up and a tablecloth, yet small booths, the basic building blocks of a trade show floor, can have a huge impact and remain a key part of many trade show programs. Sometimes they’re the brand’s only asset. Sometimes they’re part of a scalable exhibit solution, deployed depending on the show. The goal, however, is the same: Maximum impact with minimal space.

In the age of AI, we could have just asked our favorite platforms about what makes a 10×10 trade show booth successful, but instead, we asked the experts who actually build them to perform in the field. Here, a few insights and ideas on what works well.

Ed Sorrell, Group Creative Director, Hargrove:

“I think the key to maximizing impact in a small space like a 10×10 comes down to boldness and intrigue. Bold, high-impact graphics or an imposing presence capture attention, while high-fidelity or interactive elements sustain that attention and invite deeper exploration. It’s this deliberate play with scale and engagement that transforms a compact footprint into a compelling experience.”

Recent examples include a Turner exhibit with a compact footprint referencing a TV den/living room setup, and a Slack exhibit that focused on recruiting with a back wall featuring shelves for giveaways like buttons and career advice cards alongside messaging that said: “Customize your career. Grab a card (or four!) of these tips and tricks on building a future at Slack.”

Dora Martin-Kovacs, Marketing Specialist, Ion Exhibits:

“[At a recent trade show], I noticed quite a few small booths where the signage was wrinkled, graphics were misaligned, and the overall space felt cluttered or unfinished. It was clear that even a well-intentioned design can fall flat without paying attention to the basics.

The booths that stood out beautifully didn’t try to do too much. What made them memorable: Crisp, wrinkle-free signage; aligned and balanced visuals; consistent colors and clear brand messaging; and a smart layout that didn’t overcrowd the space.

These elements cost very little, but they showed care and effort and made a big impact.”

Coty Adams, Director of Sales and Marketing, Rockway Exhibits + Events:

“The most impactful 10x10s are the ones that understand restraint. You don’t have room for everything, so every choice has to be intentional—graphics, furniture, tech, even the lighting. Smaller booths succeed when they focus on clarity of message, thoughtful design details, and creating an environment that feels open and inviting. In a limited footprint, simplicity is often your biggest differentiator.”

A recent Wealth.com booth emphasized strong brand cues and clarity of message, leveraging bold graphics and subtle textures to stand out without clutter. iSpot.tv needed a clean, tech-forward design that communicated innovation. Strong branding, an integrated screen, and minimalistic finishes kept the space sleek and modern. And a Consalo booth space emphasized warmth and connection—wood finishes and open counters encouraged visitors to step in and linger.