SKF Sweden
Underhållsmässan 2026
98 m²
March 10, 2026
In 1986, I worked with SKF for the first time. Thirty-nine years later (in 2025), they are updating their entire brand identity, which served as the starting point for this year’s booth at the Maintenance Fair.
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.
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.
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.
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 can I get you? A cappuccino? Sure, I'll add an extra shot of espresso."
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 just like at an Italian bar, you exchange a few words with the person next to you. And it's often these moments that stay with you — and what you'll associate the company with.
At the SKF booth at Underhållsmässan 2026, it was the awesome crew from da Matteo who took care of the coffee.
