What do you remember about the last trade show you attended?

If the answer is rows of booths, polite handshakes, and some nicely stacked product displays, you’re not alone. For decades, B2B events have followed a formula: show up, set up, and hope people stop by. But the formula is changing – and it needs to. Today’s audiences, even in B2B, are behaving more like consumers, and they’re craving something more immersive, more thoughtful, and more memorable.

At GMG, we’ve spent the last three years rethinking what participation at an event like Gulfood could – and should – look like. What started as a bold move in 2023 has become a defining approach to how we show up at one of the world’s largest F&B platforms: not as exhibitors, but as experience creators.

Rewriting the Rulebook

In 2023, we took a big swing. Rather than simply showcasing our food portfolio, we built an interactive space that brought our farm-to-fork story to life – headlined by an anamorphic screen that transformed our stand into a digital destination. For a B2B food show, it was unexpected. And that’s why it worked. 

By 2024, we doubled down on storytelling – not just in what we presented, but in how we created it. In partnership with architecture students from the American University in Dubai, we co-designed a double-decker immersive space inspired by UAE palm groves. It wasn’t just visually impactful. It gave young talent a platform, turned design into a conversation, and introduced our Maison Houses – a physical expression of our brand ecosystem.

Which brings us to 2025: a year that saw us take all of those learnings and apply them with even more focus. This time, we leaned into retail thinking to build something more deliberate. A space where people could engage, explore, and experience GMG’s brands the way they would in the real world.

From “Stand” to Story

The 2025 concept was simple: build a space that flows like a modern retail environment. That means intuitive layout, tactile discovery points, and bold design choices that reflect the values of our brands. But most importantly, it means rethinking what people do once they’re in the space.

At the heart of this were two anchor activations:

  • The Snacking Bar – a lively sampling zone for our Farm Fresh Ultra Crispy range, inspired by gaming culture and designed for a younger, bolder snacker.
  • The BE Perly Hydration Station – a wellness-led concept that introduced our new electrolyte drink, built around functionality, flavour, and performance.

These were entry points into the brand story. Places where people lingered, tasted, asked questions and most importantly, connected.

Trade Shows Are Becoming B2C – And That’s a Good Thing

What we’ve seen across the last three years is clear: the line between B2B and B2C expectations is blurring fast. Visitors no longer want to just observe – they want to experience. Whether it’s through smart design, real storytelling, or tech that enhances discovery, the most successful brands are now approaching trade shows like retail theatre.

And the numbers reflect that. GMG’s experiential approach has consistently delivered increased footfall, longer dwell times, and higher engagement – not just in the moment, but in the quality of follow-up conversations, leads, and brand recall.

The Real Takeaway? Experience Moves Business

For GMG, this isn’t about one show. It’s a mindset we carry across everything – from how we design our community supermarkets to how we develop new product lines. It’s about thinking from the guest’s perspective first and building backwards from there.

When we design to attract before entry, engage while inside, and connect after the fact – whether it’s through VIP spaces, storytelling zones, or creative partnerships – we create a full journey. Not a booth. Not a moment. 

is the Vice President of Marketing at GMG. For more insights on GMG’s experiential marketing approach, visit GMG.com.And as the expectations of business audiences continue to evolve, that mindset will be the difference between showing up and standing out.