SKF, Maintenance Fair

In 1986, I worked with SKF for the first time. Thirty-nine years later (that is, in 2025), they are updating their entire brand identity, which served as the starting point for this year’s booth at the Maintenance Fair.

Let’s take a look at three booth ideas that stood out at SKF’s booth at this year’s trade show. These are ideas you can share with your trade show team, and that we can build on together.

1. Make the logo stand out

Isn't the SKF logo impressive here? And you know what, it literally sticks out from the wall. You can see it from all over the hall, too. Looks damn good if you ask me.

A little trivia: The logo is made in relief. Simply put, that means it protrudes from the wall instead of lying flat against it.

2. Slow down. And let loose a little.

SKF is smart to create a separate space within their booth. This helps your visitors step away from the hustle and bustle of the trade show for a moment and focus on their meeting with you.

In this part of the booth, SKF served barista-style coffee (more on that in the next section). And the pinball machines, right next to the bar, were spot-on for two reasons:

They play on the brand (pinball balls, ball bearings). But above all, these kinds of slightly unexpected, playful touches tend to help people relax and start talking.

3. Treat someone to a barista

Getting a cup of lukewarm brewed coffee when you walk up to a booth—well, that’s what you’d expect. What you wouldn’t expect, though, is for a barista to be standing there and ask:

“What would you like? An espresso? A cappuccino? A double shot?”

Hiring a barista for the entire duration of a trade show is, of course, a matter of budget. But there’s still something to learn from SKF:

A cappuccino just the way you like it (double shot, of course) might not sound like a big deal. But after five lackluster coffees and just as many product brochures, that’s exactly the kind of gesture you remember from a trade show.

At the SKF booth at the Maintenance Fair, it was the awesome crew from da Matteo who took care of the coffee.

Have you and your team started brainstorming ideas for your next booth? Write to us, and we'd be happy to work with you to develop the concept further.

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