Three trends from ISE Barcelona and one thing everyone was talking about
The AV and tech industry gathered in Barcelona during, ISE Barcelona, the world's largest meeting place for professional AV technology and systems integration. The trade fair image clearly showed that the demands for modern meeting rooms, collaboration and brand experiences continue to increase.
Technology is no longer just a support in the background. It has become a central part of how brands communicate, interact and are experienced.
This is what we take with us from ISE Barcelona
1. Hybrid meeting rooms have become the standard
Hybrid meeting rooms are now a given. Solutions must work seamlessly for all users, whether they are physically present or participating digitally. When technology feels simple and intuitive, it creates better flow, more engagement and better meetings.
2. Live demos and activations create the greatest engagement
At ISE Barcelona, it was clear that live demos, hands-on experiences and clear activations were what drew the most people in. The audience doesn’t just want to hear about technology, they want to test, use and understand it in practice.
This goes to the heart of how we think about trade fairs and activations at NPG. For us, it's not about showcasing technology, but about designing for action, testing and conversation. When visitors are invited into the experience, it creates both better dialogue and measurable impact.
Read more: Stand activation
3. Technical infrastructure is crucial
Behind great experiences lies stable and scalable technology. The focus on operations, integration and security was echoed by many exhibitors. For brands, this is about being able to deliver consistent experiences over time.
One thing everyone was talking about...
A common insight from ISE Barcelona was that advanced technology cannot be fully explained, it must be experienced. This is also at the core of NPG their mantra that brands should be experienced, not just shown.
Stand with documented sustainability
The Pexip stand at ISE Barcelona 2026 was also awarded Better Stands Gold. The assessment is based on on-site inspection of, among other things, construction, furniture, lighting, flooring and graphic elements, and the report shows that the stand's components were either reused or recycled. With modular aluminum construction, furniture from previous events, reusable LED solutions and textile graphics for further use, the stand became a good example of how strong brand experiences can also be built with lower resource use.
The stand consisted of a 4-meter high back wall, back room and four demo stations developed for activation and live demonstrations. The solution was designed to create dialogue, testing and interaction throughout the day of the show, and show the technology in real use.
Marius Jørgensen
It has been a pleasure to realize the stand for Pexip during ISE Barcelona 2026.
We are very satisfied with the result, and the collaboration between the project manager, installers and Pexip's solution architects worked very well.
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