Merlot Marketing, marking its 25th year in the industry, observed that the most successful exhibitors at this year’s event prioritized clarity over volume. As performance-based metrics like fire resistance and energy efficiency move from niche technical requirements to central consumer expectations, brands that articulated a cohesive point of view captured the greatest interest. Companies such as Arclin Firepoint and Nichiha USA leveraged this shift, with Arclin’s 10-foot fire-resistant sheathing and Nichiha’s architectural wall panels earning BIMsmith 2026 Best of Products honors by grounding their technology in tangible, high-performance applications.
At IBS and KBIS 2026, Clear Storytelling Outperformed Product Novelty
When Design & Construction Week concluded in Orlando, the divide between building systems and interior design had effectively evaporated. For brands navigating the 2026 International Builders' Show and Kitchen & Bath Industry Show, the path to market influence shifted from mere product display toward immersive, narrative-driven brand experiences.
Beyond hardware, the integration of artificial intelligence and modular personalization became a standard expectation rather than a luxury. Tools like Westlake Royal Building Products' Design Canvas demonstrated how AI is being deployed to reduce friction in design-build workflows, allowing stakeholders to visualize outcomes before construction begins. According to Debi Hammond, CEO of Merlot Marketing, the winners in Orlando were those who understood exactly who they served, ensuring that every booth vignette and system demonstration supported a defensible, singular idea. The agency noted that the true value of the show floor now lies in the post-event momentum, where brands that maintain active conversations with editors and dealers convert fleeting booth traffic into sustained market presence.
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