Until recently, business forum design was primarily about “beautifully decorating the venue”: elaborate booths, prominent logos, strategic lighting, and a visual atmosphere meant to convey the event’s scale and importance. However, the market quickly realized that aesthetics alone are insufficient, notes Andrei Glushkin, Managing Partner of MAIN DIVISION.
Participants don’t attend forums to admire structures; they are there to drive business forward – to negotiate, find partners, close deals, and build personal connections. In response to this shift, design priorities are changing. Formal exhibition booths are giving way to well-designed networking lounges, intimate meeting areas, and flexible spaces for both one-on-one and small-group conversations. As Glushkin explained to Invest Foresight, the event architecture is no longer just a backdrop; it now actively shapes participant behavior and interaction.
He notes that organizers and participating companies are increasingly focusing less on visual impact and more on the functional qualities of the space. The priority is shifting toward intelligent traffic flow, ergonomics, acoustic comfort, and ensuring an appropriate level of privacy for conversations.
“This approach treats event design as a tool for enhancing the effectiveness of business interactions,” emphasizes Andrei Glushkin. “It’s the framework through which concrete deals and lasting partnerships are built. Ultimately, the forum itself evolves into a comprehensive business ecosystem, deliberately focused on achieving tangible results.”