What We Saw At IBS & KBIS 2026 – And Why It Matters Now

A few weeks ago, I shared what I expected to see at IBS and KBIS 2026. Now that Design & Construction Week has wrapped, one thing is clear: the industry didn’t just talk about integration, performance, and personalization, it executed.

IBS and KBIS have always been a barometer for where building and design are headed. This year, they were something more: they were immersive, intentional, and highly competitive.

The brands that won weren’t necessarily the loudest. They were the clearest.

Immersion Over Information

If there was a single defining shift on the show floor, it was this: products were no longer displayed, they were experienced.

At both IBS and KBIS, manufacturers worked hard to show their solutions in-use, in their natural environment. Outdoor kitchen brands built pergolas and full entertaining spaces. Cladding and material manufacturers constructed framed assemblies and small structures. Kitchen and bath brands installed full vignettes that felt move-in ready.

We saw live and faux trees creating backyard atmospheres. Multimedia towers and hanging elements capitalizing on vertical height. Two-story booths with upstairs meeting lounges for serious business conversations.

There were even fully built-out immersive environments — including a garage turned “man cave” stage for interviews and podcasts — proving that even traditionally utilitarian products can be elevated with the right storytelling.

From a creative execution standpoint, the throughline was clarity.

“The strongest booths had one idea and executed it flawlessly,” said Elijah Creel, Creative Account Director at Merlot Marketing. “Clean messaging. Controlled color palettes. Strategic height. When a brand tried to say everything, it got lost. When it focused on one core story and built an environment around it, it commanded attention.”

In an era of sensory overload, simplicity won.

Proving the Point, Not Just Showing the Product

One of the most interesting executions we saw was a speed-pitch engagement tool used to demonstrate siding durability and strength. Instead of relying on a static display, the brand turned performance into participation.

That theme repeated across the show floor. Brands created immersive setups to prove fire resistance, moisture management, workflow efficiency, or structural integrity, not just talk about it.

For material exhibitors, especially those launching new products, it was critical to display variety. Full walls of colorways. Texture comparisons. Side-by-side finish options. If your competitive advantage is breadth and performance, you must let people see and touch it. This aligned directly with what we expected around high-performance building and systems thinking.

The Rise of the “Intelligent Shell”

While technology was present, it was quieter. Less spectacle, more application. AI wasn’t screaming from banners. It was embedded in tools, workflows, and systems that simply worked.

The biggest visual takeaway? The disappearance of visible tech.

Massive screens were used strategically: not as decoration, but as storytelling engines. Product visuals, installation animations, sizzle reels. When done well, they reinforced the brand narrative. When overused, they became wallpaper.

The smartest executions blended digital and physical. Wraparound LED corners created immersive storytelling moments. Interactive kiosks pulled attendees deeper into the product ecosystem. But the product itself remained the hero.

Where Business Actually Happened

Another notable evolution: serious meeting space.

Larger booths carved out semi-private seating areas, often removed from the main traffic flow. Several two-story booths used upper levels for executive meetings. The message was clear: IBS and KBIS are not just branding events, they are business development engines.

And that’s where PR becomes a differentiator.

“The brands that win at IBS and KBIS understand that media engagement doesn’t stop at the booth,” said Louie Sosa, PR.0/Marketing Account Director at Merlot Marketing. “Yes, you build buzz before the show and host media in your booth, but the real opportunity happens when you step into the aisles, meet journalists where they are, and start meaningful conversations that continue after the show. The difference between brands that earn coverage and those that don’t is simple: follow-through. If you’re not proactive and responsive after the show, your competitors will be—and they’ll capture the headlines.”

That’s the part many brands miss.

Awards & Momentum

The momentum didn’t stop at booth traffic, it translated into industry recognition. At IBS, Nichiha’s Miraia in Royal Blue and Arclin’s Firepoint 10-foot OSB both earned the 2026 BIMsmith Best Award. Westlake Royal Building Products TruExterior 5/8” Lap Siding was a Best of IBS Finalist. At KBIS, American Outdoor Grill (AOG) claimed the 30 Under 30, 30’s Choice Award for Outdoor Living, Best Outdoor Products, reinforcing its evolution in the premium outdoor category. Empava continued its award streak with a Best of KBIS, Wellness Trailblazer – Silver for its Indoor/Outdoor Cold Plunge Tub (for the second consecutive year), while its Indoor/Outdoor Hot & Cold Plunge Tub received a Best of KBIS 2026 award from SheFinds, and the Sculptura Soaking Tub earned Best of KBIS 2026 honors from Maxim. These wins weren’t accidental: they were the result of clear positioning, strategic storytelling, and disciplined execution before, during, and after the show.

When our clients win, we win. But what matters more is the momentum created beyond the three-day event.

The FOMO Factor

Here’s the reality: some brands left Orlando with more than badge scans. They left with editorial commitments, feature placements in progress, podcast interviews booked, and follow-up meetings already on calendars.

Others left with a beautiful booth… and silence.

If your new product launch hasn’t secured meaningful earned coverage yet, the opportunity isn’t gone, but the clock is ticking. The 30–60 days following IBS and KBIS are when editors finalize trend reports and product roundups.

Clarity wins. Speed matters. Storytelling extends beyond the booth.

At Merlot, we believe good is the enemy of great. IBS and KBIS 2026 rewarded brands that showed up with intention, immersive execution, and a message they could defend.

Now the question is simple:

Did your brand capitalize on the moment — or is there still an opportunity to?