Long before he was overseeing the creation of incredible exhibits for DesignCentrix’s clients, Matt Zink was working in a different field of design. After earning his degree in architecture from Carnegie Mellon University in Pittsburgh, Matt went to work designing high-end custom residential properties and boutique restaurants. Gaining experience in both design and architecture has given him a unique perspective and approach.

Today, Matt uses his multi-disciplined approach to capture the attention of tradeshow attendees quickly to draw them in. To do so, he creates engaging spaces that are more architectural and less tradeshow-esque. This makes for more than just a booth—it is a branded experience for everyone who steps inside.

Each new exhibit brings a new set of challenges. “You never know what you’re getting into every day—and exciting opportunities come with every project.” Matt’s favorite part of the process is finding creative ways to address those challenges and the client’s needs. “When it comes to designing an exhibit, you not only use architectural expertise, but space planning as well. A lot needs to be packed into their booth’s footprint.”

Once the expectations are set, then the team at DesignCentrix gets to work. They study the brand, determine the overall style, and then create ideas and initial concepts. After narrowing down the options, Matt and the team start bringing the concepts to life.

Because the tradeshow industry is so fast-paced, there are always new elements being introduced to exhibit design. Matt has personally seen the industry grow over the years and watches closely for new trends that emerge. “From a digital standpoint, everything is becoming more interactive. With the introduction of touch screens and virtual reality technology such as Oculus, tradeshows are as much digital experiences as they are networking.”

To make the most of this digital transition, Matt sees the best solution as integration. “Coming from an architectural background, it’s important to make any digital aspect of an exhibit feel like it exists with the space and not just slapped on at the end. Whether it’s built into the wall or encased in the structure, make sure that every part of an exhibit has a purpose.”