The Comeback of Events & Exhibitions in Australia

After a turbulent few years where COVID forced us all to adapt to life online, Australia’s events and exhibition industry was hit harder than most. Overnight, trade shows, conferences, and large-scale activations were paused, and in many cases, cancelled altogether with no clear indication on when they would return. For an industry built on face-to-face connection, the shift to virtual was necessary and challenging but it lacked emotion and real human interaction which has been and always will be vital in the world of events and exhibitions.

The good news? The industry is back, and better than ever. The last two years have shown a real resurgence, with brands eager to reconnect with audiences in ways that can’t be replicated on a screen. At Onyx Agency, we’ve had a front-row seat to this rebound, and we’ve also noticed some big shifts in how exhibitions and events are being approached.

Showcasing Onyx’s design and event expertise at the Avalon Airshow, where innovation meets impact.

Sustainability Is Now Centre Stage

Sustainability has moved from being a “nice to have” to an absolute priority. Clients and organisers alike are asking tougher questions: Where are these materials sourced? How will they be reused? What’s the real carbon footprint of this stand?

As an industry, we’re adapting fast. Recyclable substrates, modular designs, and hire items are no longer fringe concepts, they’re the standard. For our automotive clients in particular, we’ve found creative ways to reduce impact by transporting stand elements within their own showcased vehicles. It’s a smart, sustainable solution that also boosts brand visibility on the way to the show.

We’re also seeing more strategic thinking around budgets. By designing stands that can be reconfigured and reused across multiple events, we’re helping clients cut down on waste and unlock long-term cost efficiencies. Sustainability isn’t just good for the planet, it’s good business. 

 Legrand’s modular stand, repurposed across multiple expos for sustainable, seamless brand presence.

Trends in the Market

Globally, Australia still has some catching up to do. In Europe, technology-led stands and boundary-pushing concepts are now the baseline, immersive LED environments, interactive touchscreens, and storytelling-driven spaces that fully engage the senses.

Here at home, we’re only beginning to scratch the surface. Many industries are still cautious, holding onto tried-and-true formats. But we’re witnessing a shift, and we’ve seen it firsthand. As brands return to in-person events, they’re realising that bold ideas don’t have to mean big risks. When done right, they can drive deeper engagement, stronger brand recall, and measurable ROI.

The most successful exhibitions we’ve seen locally strike the perfect balance between innovation and authenticity. They use interactive elements to increase dwell time, motion graphics and sensory cues to draw in a crowd, and storytelling to keep audiences connected. It’s not about building the flashiest stand on the floor, it’s about creating an environment that captures attention, sparks emotion, and engages all five senses. That’s what turns a comeback into a true evolution.

Working with Applied Virtual Simulation to show showcased interactive stand elements at Avalon AirShow, built for purpose and client vision.

Commercial Viability: More Than Just “Looking Good”

As the industry makes its comeback, one thing has become clear, great design alone isn’t enough. The best stand in the hall means little if it doesn’t deliver tangible results. That’s why at Onyx Agency, we approach every project through a commercial lens.

Before we build anything, we ask:

• Does it drive meaningful conversations?

• Does it capture leads or data?

• Does it reinforce the brand message?

• Does it deliver value beyond the event days?

Exhibitions aren’t just creative showcases, they’re business investments, and often significant ones. Whether our client is in automotive, financial services, tech, or healthcare, our process remains the same: transparency, collaboration, and a relentless focus on outcomes.

We’re not afraid to think outside the box, to design boldly and differently, but always within brand and budget. Because the new era of exhibitions isn’t just about standing out visually. It’s about standing for something strategically.

Volvo Bus Show, Onyx Agency’s sustainable “tree barista” stand bringing people together, one coffee at a time.

The Future of Exhibitions and Events (As We See It)

Australia’s events and exhibitions industry is on the verge of transformation. Sustainability will continue to shape decisions, while technology will drive more immersive, data-led experiences. But the biggest change ahead isn’t just in design… it’s in mindset.

The future lies in moving beyond short-term “stand builds” toward long-term strategies that seamlessly connect content, digital, and live experiences into one ecosystem, powered by Australian innovation, not borrowed from overseas.

At Onyx Agency, we help brands navigate this evolution with curiosity, transparency, and creativity. Because an event or exhibition stand isn’t just a structure, it’s a stage. And when it’s done right, it connects brands and people, sparks ideas, and leaves an impression that lasts long after the lights go down.

The Onyx Agency team, connecting brands and people through bold, memorable experiences.