SKF, Underhållsmässan

I first worked with SKF back in 1986. Fast forward 39 years, and in 2025 they unveiled a completely new brand identity. That became the starting point for their stand at Maintenance Fair 2026.

SKF doesn't do things like everyone else. Let's take a look at three things they did differently at Underhållsmässan 2026. Ideas you can take back to your own team, and that we can build on together.

1. Make your 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 bit of trade show geekery: the logo is made in relief. In other words, it stands proud from the wall instead of sitting flat against it.

2. Coffee. Pinball. Conversation.

If you ever spent a full day at a trade show, you know how quickly everything starts to blend together. That's why I like the idea of creating a separate space within your stand, just as SKF did here.

This is also where SKF served barista-made coffee (more on that in the next section). And the pinball machines, right next to the coffee bar, were spot on for two reasons:

They tied in perfectly with the brand. But more importantly, they help people relax and start talking.

3. Bring in 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:

It's funny what a really good cup of coffee can do, you see it at SKF's. People slow down. They stay a little longer. And the conversation usually takes care of itself.

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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