At the 2026 International Builders' Show (IBS) and Kitchen & Bath Industry Show (KBIS) in Orlando, product innovation was abundant. But according to Merlot Marketing, the brands that generated the strongest attention had something beyond impressive products: a clear story connecting design, performance and customer value. The agency's observations point to a broader shift in home and building marketing, where immersive experiences, AI, personalization and post-event content are becoming as important as what happens on the show floor.

Trade shows have long been places where manufacturers compete for attention with larger booths, product launches and elaborate demonstrations. At IBS and KBIS 2026, however, the competition appears to have shifted toward something harder to manufacture: a clear reason for customers, dealers and media to care.

Merlot Marketing, a marketing agency specializing in the home and building sectors, argues that the strongest brands at this year's Design & Construction Week in Orlando were those that connected product innovation with straightforward positioning and compelling storytelling.

The agency's assessment comes as Merlot celebrates its 25th anniversary and launches the latest edition of its Haute @ Home video series, extending product and design stories beyond the trade-show environment.

The observation is particularly relevant as IBS and KBIS increasingly overlap in the technologies and priorities shaping the built environment.

IBS traditionally focuses on construction, building systems, materials and performance, while KBIS centers on kitchens, bathrooms, fixtures and residential living. This year, the distinction between performance and design appeared increasingly blurred.

Building products now need to satisfy stricter codes, energy expectations, durability requirements and labor constraints while also meeting consumer demand for attractive, personalized spaces.

That convergence was visible in the way companies approached their physical exhibits.

From Product Displays to Immersive Experiences

One of the clearest trends identified by Merlot was the move away from conventional product displays.

Instead of arranging individual products in rows, brands created environments designed to demonstrate how those products work in real settings.

American Outdoor Grill, for example, built complete outdoor entertaining environments rather than presenting grills as isolated products. Nichiha USA used a large Miraia Architectural Wall Panel installation to create a visual centerpiece.

The strategy reflects a broader evolution in B2B marketing. Products increasingly compete not only on specifications but also on the ability to communicate an outcome quickly.

For contractors, architects and designers, a complete installation can demonstrate application and performance more effectively than a specification sheet. For consumers, immersive displays make it easier to visualize how a product could fit into a future project.

Performance Moves Into the Spotlight

Performance was another defining theme.

Moisture management, fire resistance, energy efficiency and system-level construction considerations have moved closer to the center of product conversations as building requirements become more demanding.

Arclin's Firepoint panel, for instance, is engineered to slow fire while supporting taller wall designs using familiar framing practices. The product illustrates how technical performance can become a central component of product positioning rather than a secondary specification.

That matters commercially because buyers increasingly need to justify product decisions based on long-term value, risk reduction and performance—not aesthetics alone.

For manufacturers, this creates a messaging challenge. Technical differentiation has little impact if customers cannot quickly understand why a particular specification matters to their project.

AI Becomes Less Visible—and More Useful

Artificial intelligence was also present across the show floor, but Merlot's assessment suggests that AI has entered a more practical phase.

Rather than appearing primarily as a novelty, AI is increasingly embedded inside design, project management and visualization tools.

Westlake Royal Building Products, for example, introduced Design Canvas, an AI-powered visualization platform intended to help homeowners, designers and contractors preview remodeling and construction concepts before work begins.

That type of application demonstrates where AI may have the greatest near-term value in the building industry: reducing uncertainty and helping customers make decisions earlier.

The development also reflects a broader MarTech and enterprise technology trend. AI is becoming less about standalone chatbot experiences and more about embedding intelligence directly into workflows.

Personalization Becomes an Expectation

Customization also emerged as an important theme, with configurable systems, finishes and context-aware products increasingly positioned as standard expectations rather than premium extras.

Empava's wellness-focused fixtures illustrate that shift. The company presented products designed to bring spa-like experiences into everyday residential environments.

The underlying marketing lesson extends beyond home design. Personalization works best when it solves a recognizable customer need rather than functioning simply as a technology feature.

For manufacturers, that means connecting customization capabilities with specific lifestyles, use cases and customer outcomes.

The Trade Show Doesn't End When the Booth Closes

Perhaps the most important lesson from IBS and KBIS is that the event itself represents only one part of the marketing cycle.

Merlot notes that the weeks following the shows can be particularly important as editors publish trend reports, product roundups and industry coverage. Brands also have opportunities to continue conversations with dealers, designers, media and prospective customers after attendees return home.

This turns a trade show into a content and demand-generation engine rather than a three- or four-day exhibition.

The approach also aligns with modern B2B marketing strategies, where a physical event can generate video content, editorial coverage, social media assets, sales conversations and search visibility long after the event ends.

Several products highlighted by Merlot received industry recognition during the shows. Nichiha's Miraia in Royal Blue and Arclin Firepoint's 10-foot panel each received a 2026 BIMsmith Best Award at IBS, while Westlake Royal Building Products' TruExterior Lap Siding was named a Best of IBS finalist.

At KBIS, Empava received multiple Best of KBIS 2026 awards, including another Wellness Trailblazer recognition for its indoor/outdoor plunge tubs.

Those awards provide another layer of third-party validation, but the broader lesson is less about individual accolades and more about positioning.

A sophisticated trade-show strategy requires consistency before, during and after the event. Pre-show outreach creates awareness. The booth experience demonstrates the product. Media engagement generates third-party visibility. Post-show content keeps the conversation active.

For home and building brands, that integrated model could become increasingly important as trade-show competition intensifies.

The brands that stand out may not necessarily be those with the largest displays or the most advanced technology. They are the ones that can explain what they offer, why it matters and who benefits in a way customers can understand quickly.

That is ultimately the distinction between attention and momentum.

Market Landscape

The home and building products market is undergoing a convergence of design, construction performance, digital visualization and AI.

Manufacturers are responding to tighter building requirements, labor shortages, changing homeowner priorities and greater demand for energy efficiency and resilience. At the same time, digital tools are changing how products are researched, specified and visualized before installation.

For B2B brands, trade shows therefore serve multiple purposes: product demonstration, media relations, dealer engagement, content creation and lead generation.

The competitive advantage is shifting toward brands that can connect these functions rather than treating the trade show as an isolated marketing event.

Strategic Outlook

The next evolution of trade-show marketing will likely be less about building the biggest booth and more about building the strongest content ecosystem around the event.

AI visualization, interactive product experiences and personalization can attract attention, but clear positioning remains essential. The strongest brands will connect product performance to real customer problems and continue communicating that value after the event concludes.

As IBS and KBIS increasingly reflect the same convergence of technology, performance and design, manufacturers have an opportunity to turn event participation into a longer-term demand-generation strategy.

Top Insights

• IBS and KBIS 2026 showed that immersive product experiences increasingly outperform static displays by helping buyers visualize applications, outcomes and real-world customer benefits.
• Building-product brands are emphasizing fire resistance, durability, energy efficiency and system performance as buyers place greater importance on long-term value.
• AI is moving from trade-show novelty into practical design and visualization workflows, helping homeowners, contractors and designers evaluate projects before construction begins.
• Personalization is becoming an expected product experience, forcing manufacturers to connect configurable features with specific customer lifestyles and use cases.
• Trade shows increasingly function as content engines, with post-event media coverage, dealer engagement and digital storytelling extending value well beyond the exhibition floor.

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