Since the start of the year, I’ve had a recurring conversation with several prospects—each one experiencing a kind of déjà vu. They come in asking for a pop-up display, but what they truly need is modular. And unfortunately, in the world of trade shows, you can’t have both.

Trade shows are unique, and so is the process of choosing the right exhibit. The gap between pop-up displays and modular systems is wide and crossing that divide is a major leap—logistically, visually, and financially.

The Dilemma: Simple Setup vs. Sophisticated Presence

These prospects all had a similar wish list:

• Quick setup (under an hour)
• Lightweight and compact for shipping
• Easy storage

But then came the curveballs:

• Ample storage space
• Shelving for products
• A custom, brand-forward aesthetic

They were ready to level up their visual presence—but hesitant when they realized what that truly requires.

Here’s the crux of the issue: many systems are designed to meet one set of needs very well. But very few meet a blend of needs—and none deliver on all of them at once.

What Pop-Up Displays Do Well

✔ Effortless Setup
Perfect for sales reps who don’t want to spend hours building a booth—or for anyone without access to hired labor. If your goal is to avoid tools and complex instructions, a pop-up is your friend.

✔ Minimal Shipping Hassle
Pop-ups are light enough to check as luggage on some flights. Compared to modular systems that often require one or two pallets, pop-ups drastically cut down shipping costs.

✔ Compact Storage
They’re designed to be tucked away—usually under 50 lbs. and stored in wheeled containers that easily fit into a closet or small office space.

✔ Budget-Friendly
Pop-ups offer a solid visual footprint at the lower end of the cost spectrum. Ideal for tight budgets or short-term event needs.

What Modular Displays Bring to the Table

✔ Flexibility & Reconfiguration
A modular system is like LEGO for grown-ups. Start with a 10×10 and reconfigure it into a 10×20, 20×20, or even larger, as your event presence grows.

✔ Full Range of Accessories
From storage cabinets and TV mounts to shelving, iPad kiosks, and retail merchandising features—a modular system can support it all.

✔ Custom-Designed Branding
Modular booths are crafted by professional exhibit designers to reflect your brand’s identity, goals, and functional requirements.

What Modular Systems Can’t Do

• Set up in under an hour (for the most part)
• Competing with pop-up pricing
• Store and move without pallet jack / forklift
• Ship as compactly or cheaply as a pop-up

The Bottom Line

If you’re new to trade shows, re-entering the space, or rethinking your current exhibit, deciding between a pop-up and a modular system is a crucial fork in the road.

Pop-ups are simple, fast, and affordable, but limited. Modular displays are powerful, scalable, and impactful, but require more investment and planning.

Choose based on your true needs and not just what seems easy now. Because the right display isn’t just a structure, it’s a strategy.

Ready to cross the great divide, let me know it’s a passage I’ve made hundreds of times!