Advisor Introduction: Five Questions with Al Mercuro

Get to know The Experiential Design Authority's U.S. Advisory Board members!

Al Mercuro, Genesis Exhibits

Al Mercuro, Strategic Marketing and Client Engagement Advisor, Genesis Exhibits

TEDA: In your opinion, what is the primary difference between exhibit design and experiential design?

AM: Exhibit design involves interpreting the client's goals and collaborating with your team to develop the architecture, layout flow, graphic design, audiovisual integration, lighting, interior design, and new technology.

On the other hand, experiential exhibits aim to showcase the brand, promote products and services, and offer immersive experiences for attendees. In today's landscape, younger attendees seek active participation. Experiential exhibits enable brands to create immersive experiences and stand out on the trade show floor.

TEDA: What advice would you give students or young professionals pursuing careers in experiential design?

AM: At this stage of my life, I recognized the importance of giving back to the industry by sharing my time and experience to educate and inspire the younger generation. My advice: Immerse yourself in new technology and sustainability goals and materials. Visiting the trade show floor in person is essential to being fully engaged and inspired. A photo or rendering simply doesn't capture the experience like being there in person does. Also, be ready to adapt and innovate. Always stay flexible and willing to adjust your strategies as market trends evolve.

TEDA: How do you feel about technology as it pertains to experiential design?

AM: Using new technology in design is crucial to engage attendees, allowing them to connect with the brand and leave with a memorable experience. Stimulating the senses and evoking emotions are key elements in attendee engagement, ensuring lasting memories are created. And tech has the power to do that in new and exciting ways.

TEDA: What trends do you anticipate we’ll see gaining momentum in 2025?

AM: Adapting to new technologies and engaging younger audiences will be pivotal for the continued success of trade shows.

Additionally, as the trade show industry looks ahead to the future, the focus on sustainability and technology will be paramount. The shift toward sustainability is already evident in the events we produce and the exhibits we build. Exhibits designed with sustainability in mind are becoming more accessible, aligning with exhibitors' marketing budgets. This positive development, combined with a growing industry enthusiasm, gives hope that we are progressing toward a more environmentally conscious approach.

We're on the brink of a new era in the events industry, with AI leading the way in revolutionizing event planning and production strategies. LED walls may be in the spotlight now, but AI features are quickly rising, set to elevate our events to new levels. Event professionals, seize this chance to leverage AI's potential and craft experiences that captivate and motivate attendees. The future holds boundless opportunities, so let's embrace change and move forward with the times.

TEDA: Speaking of sustainability, what role does it need to play in the experiential design industry?

AM: After spending a year on the subject of sustainability, I worked with my fellow committee members on the Experiential Designers and Producers Association’s (EDPA) Sustainability Committee to create an extensive, detailed set of industry guidelines which were released earlier this year (https://online.flippingbook.com/view/829648536/). As of 2019, price has become less of a roadblock to both exhibitors and suppliers, so I feel this needs to be a top priority during the design and production of any exhibit. 

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