I freelanced for a company designing tradeshow booths for big brands for a while. It is facinating to see how much money big brands are willing to spend. Budgets for showbooths probably sometimes surpass even the budget for their industrial design operations actually designing the products. It’s crazy. And the people designing those booths are typically architects and graphic designers and usually have very very little interest in the products themselves. I think many booths would be vastly better if the people designing them would focus less on erecting crazy structures and focus more on the products. Mostly the presentation looks like an afterthought. I don’t know who started the trend that you need to build some sort of “house” around your booth.