NRF 2025: Who Has the Best Booth?

Trade show floors are part science, part spectacle. At NRF Europe this year, we decided to the ask attendees one question: “Who has the best booth at NRF?” The answers were revealing, not just about décor and LED walls, but about what actually makes a brand stand out when thousands of people are hustling past.

The first answer? “Ours!” …followed by, “but I haven’t walked the show yet,” which is charmingly on-brand for trade-show optimism. Neptune got an unpretentious nod, “very nice” which, on a floor built of neon and ambition, translates to calm layout and clear flow

Then came the of community vibes: l’Association du Paiement. People called it a “little village” with “nice corners,” the kind of setup where you wander, bump into three new ideas, and accidentally network yourself into a coffee.

Adyen stole the spotlight with details that felt relentlessly consumer-first and they didn’t just tell a story; they brought clients to show it. That flips the script from pitch to proof, which is catnip when your feet hurt and your brain is full.

Though, the real takeaway isn’t a single name, it’s a playbook: design for clarity, engineer for community, and let customers do the talking and maybe next year someone will point at your booth and say, without hesitation, “That one.”