8 trends in ephemeral architecture for material fairs 2025

This year, at INSCA we have built more than 10,000 m2 of stands. This journey has allowed us to identify what works and what makes the difference in the design of ephemeral architecture projects.

Ephemeral architecture continues to reinvent itself to offer unique experiences at trade fairs. Therefore, designing or manufacturing a bespoke stand that connects with visitors is more important than ever. But how can you make ceramics and building materials not only look good, but become an immersive experience?

At Cersaie, one of the industry’s most influential trade fairs, we have identified the key issues that will shape stand design in 2025. From ceramic displays that highlight textures to spaces that invite you to experience ceramics first-hand, these trends are not only transforming stands, but also the way products are presented. Do you want to know how to adapt to what’s coming? We explain it to you below.

How to highlight the material effects of ceramics on a booth?

One of the main trends is clear: to highlight digital ceramic effects so that textures, glazes, finishes and, in short, the naturalness of the materials on display can be appreciated.

1. Strategic lighting to highlight textures

Lighting tells stories. In stands for displaying ceramics, its role is crucial to highlight the digital reliefs that give character to the pieces.

In this sense, the trend will be to use well-positioned accent lighting to direct the visitor’s attention to those unique details with, for example:

1. Grazing lights to highlight reliefs and shadows, bringing textures to life.
2. Spotlights directed onto tiles with digital effects to make their nuances shine.
3. Lighting integrated into tile displays, evenly bathing the surfaces and allowing their design to be appreciated without distraction.

When designing a booth, lighting is not an add-on, but an integrated element of the overall concept. This approach transforms each display solution for building materials into a communication tool that invites the visitor to explore ceramics from a sensory perspective.

2. Minimalism with a Mediterranean essence: less is more

The trend towards minimalism is gaining strength. Few elements should be chosen so that the visitor’s gaze falls on the ceramics and their material finishes. Good minimalist design pays special attention to:

1. Impeccable finishes: perfectly defined joints and junctions to convey precision and quality.
2. Tailor-made design: Each element of the stand is made specifically for the space, which guarantees visual harmony and functionality.
3. Differentiated elements: Fewer pieces, but with a design that stands out for its uniqueness and visual impact.

On the other hand, the essence of the Mediterranean returns, but with a renewed air: more contemporary, more architectural. The idea is to go for fresh, organic and light atmospheres that transmit naturalness, but what characterises this trend?

• Earth, sand and stone tones that are combined with ceramic finishes to create balanced atmospheres.
• Organic designs with soft lines and fluid shapes that bring dynamism and freshness to the space.

Integrating this style into an ephemeral architecture project creates a welcoming atmosphere that invites visitors to linger and explore. At INSCA, we understand how to bring these trends to life to create unique and memorable spaces.

What formats and designs are trending in ceramic displays?

New ceramic formats and their versatility pose interesting challenges when it comes to displaying them. In turn, adapted solutions and display systems for tiles with graphic supports become essential allies to highlight these pieces and reinforce the technical information in a visual and attractive way.

3. Solutions for large formats

Large format tiles continue to gain prominence, with pieces such as 1.60×1.60m, 2.80×1.20m or even 1.60×3.20m. These dimensions are impressive not only because of their scale, but also because of the aesthetic possibilities they offer in interior and exterior design. However, their size poses a key challenge: finding the best way to display them on a stand.

Large format displays, such as the Slimshow series in our catalogue, guarantee stability, security and accessibility, without sacrificing visual impact. On the other hand, you can also opt for customised vertical solutions that allow you to see the whole piece or sliding systems that facilitate handling.

4. Displays with panels as visual allies

Graphic supports have become a natural extension of tile display units. Thus, incorporating informative or graphic panels in the stands allows to offer the visitor technical data, finish options and chromatic combinations in a clear and attractive way.

Models such as our London sliding panel tile display stand out for their ability to integrate these visual tools in strategic areas of the stand. They are often integrated into ceramic display areas to complement the visual proposals on offer.

These solutions perfect the display of the product, guide the visitor, providing context and helping them to visualise the potential of the ceramic material in real projects. An essential resource to reinforce communication and stand out at trade fairs such as Cersaie.

How to create ambiences that are more real and immersive?

The key to attracting and captivating visitors is to generate ambiences that connect with their needs and emotions. This is achieved by combining architectural design that simulates real environments with technological tools that enhance the experience.

5. Living areas evolve into architectural spaces

In 2025, booths that include living areas will take a step forward, transforming into authentic architectural spaces that invite you to live and dream. Beyond recreating living rooms, kitchens or bathrooms, these areas seek to reflect real environments, with a careful design that inspires visitors and allows them to visualise how ceramics are integrated into the architecture of their daily lives. 

One of the approaches in this trend is the longitudinal work of the space. That is, designing environments that develop in clear and continuous lines to create a sense of spaciousness and order that guides the visitor in a natural way.

Another important element to take into account is the combination of products. The living areas stand out for showing how different pieces, finishes and formats can coexist harmoniously in the same space.

In short, a bespoke display solution that allows for an emotional connection with the public, showing them how ceramics can be the basis for functional, aesthetic projects full of personality.

6. Digitalisation of stands for trade fairs

On the other hand, the digitalisation of stands has become a growing trend to give an innovative touch to exhibitions. Large screens, for example, play a key role, as they allow the integration of dynamic content that attracts visitors’ attention and offers an interactive experience.

Showing videos, animations or technical information on large format screens makes it possible to personalise the experience for each visitor and reinforce the impact of the stand. 

A clear example of this digitalisation is I.RIS, our intelligent, digital system, which allows the final ambience and technical information to be displayed in real time from the exhibitor’s physical display. Thus, users explore more variety of catalogue pieces in one place, get detailed product information and visualise different ceramic applications in real time.

At INSCA, we have two versions of the I.RIS system that can be integrated into most of our building material displays. The V01 works by means of a sensor system applicable to drawer units for displaying flooring and the V02 with a scanner that can be integrated into shelving and technical benches.

What makes a stand more functional and attractive?

Functionality and aesthetics go hand in hand in exhibition booth design. Making a space practical for displaying products, comfortable for visitors and visually striking requires a perfect balance between design and utility.

7. Guided tours integrated with social areas

The design of a stand layout is key to delivering a smooth and memorable experience. Well-defined entrances and exits, combined with a natural layout that invites exploration, allow the visitor to feel guided without feeling forced.

An example of this approach is Argenta’s 400m2 stand at Cersaie, which we produced at INSCA and won the ADI Booth Design Award for best stand. Its design, developed by Pablo Alonso Nomdedeu, incorporated a clear and logical flow of circulation, guiding visitors intuitively through the different areas of the space.

In stands like this one, the marked entrances and exits are combined with visual elements such as light paths or architectural structures that organise the route, preventing the visitor from getting lost and improving the overall experience.

Thus, ‘the circulation simulates an outdoor space, generating a natural transition between the exhibition and complementary areas. The products are modulated in 160×160 cm formats, while the reception, cafeteria, and technical spaces are effortlessly integrated into the overall design’, explains the firm.

Consequently, social areas are essential to encourage interaction. In the case of Argenta’s stand, these welcoming areas were designed to allow visitors to stop, take a leisurely look at the products and even engage in dialogue in a more relaxed environment.

This type of design demonstrates that a well-planned tour, combined with engaging social areas, enhances the functionality of the stand and creates an immersive experience for the visitor.

8. Technical areas to highlight functionality

Las zonas técnicas en un stand aportan un valor añadido al integrar la funcionalidad con la estética. Estos espacios permiten mostrar innovaciones en la colocación de cerámica, como sistemas de instalación rápida o nuevos adhesivos, y son perfectos para explicar las ventajas técnicas de los productos. ¿Cómo lo puedes aplicar en un stand?

1. Live demonstrations: Specific areas where experts show how to work with materials or how to install complex formats.
2. Tailor-made displays: Solutions designed to show the real application of each product in a real project.

These areas involve the visitor, and help to position your brand as a reference in technical innovation and design.

In conclusion, at INSCA we have been designing and manufacturing displays for tiles, bathrooms and construction materials for more than 45 years, as well as customised stands for trade fairs in the sector. We apply these trends to create ephemeral architecture projects that stand out at trade fairs and reinforce our clients’ brands and products. 

If you are looking for an innovative design that combines functionality and aesthetics, or, on the contrary, a company capable of materialising your ideas, contact us. We make your ideas to measure so that your collections shine and you achieve excellence in the presentation of your materials.