At CES 2026 in Las Vegas, 3M continued to evolve its presence with a clear focus on business-to-business engagement. With a 50’ x 70’ footprint positioned near the entrance of the North Hall, the company used its expanded space to create a more intentional environment for manufacturers, partners, analysts, and media .
Over several years at CES, 3M’s presence has grown in both scale and strategy. For 2026, the priority shifted toward deeper conversations and more structured audience engagement. As 3M’s exhibit design and experiential marketing partner, STAR partnered with 3M to redesign the experience accordingly, creating a segmented, custom exhibit that balanced public visibility with private, high-value interaction .
Vision for 3M at CES 2026
CES continues to trend more heavily toward B2B engagement, particularly for ingredient brands like 3M whose technologies power the products seen throughout the show. In prior years, the exhibit needed to communicate broadly while also supporting technical conversations with engineers and decision-makers .
For 2026, the objective became more defined: simplify the story, prioritize key audiences, and create a controlled journey through through 3M’s key focus areas, such as AI, Consumer Electronics, Automotive, and Data Centers. The goal was to transform the CES booth from a high-traffic showcase into a strategic B2B engagement platform.
Messaging was streamlined to focus on high-level benefits supported by live demonstrations and subject-matter experts. The exhibit was also designed to support executive-level engagement, including leadership walkthroughs for analysts and media .
STAR custom exhibit solution
Segmented space for targeted engagement.
The exhibit was organized into two primary areas: a public-facing front section and a private, invite-only experience deeper within the footprint – a strategic trade show floor plan designed to qualify traffic and prioritize high-value meetings
The front of house reinforced that principle in action. Industry leaders including GM, AWS, and Lenovo partner with 3M to advance their most complex innovation challenges; from next-generation vehicle technology to cloud infrastructure to intelligent devices. Their presence at CES underscored a simple truth: when the world’s most forward-thinking companies need a science and technology partner, they turn to 3M.
A Lincoln Navigator display highlighted 3M’s display film and adhesive technologies, while integrated privacy and brightness-enhancing films were incorporated directly into architectural features. This area provided visibility and context without overwhelming visitors with technical detail, serving as an open-concept brand activation space within the larger custom exhibit.
The majority of the footprint, approximately 70%, was dedicated to an invite-only experience designed for scheduled meetings and curated tours. Guests entered a structured journey beginning with Ask3M, the company’s AI-powered knowledge platform, and moved through four application areas: Consumer Electronics, Automotive, Advanced Manufacturing, and Data Centers.
Each section featured focused demonstrations supported by 3M experts. Copy was intentionally reduced, allowing conversations to carry the message. Private meeting rooms and a dedicated demo space supported more confidential discussions, while badge scanning in the invite-only area provided follow-up visibility for 3M’s internal teams, improving trade show lead capture and post-event follow-up tracking.
Design approach.
The 2026 exhibit marked a visual departure from previous years. The exterior adopted a darker, more contained aesthetic, described internally as a “black box” concept . The goal was to create a sense of intrigue from the aisle while maintaining a refined and controlled interior environment.
Upon entry, visitors encountered a bold red brand activation zone before transitioning into a clean, organized interior space. The overall atmosphere supported focused conversations and reflected 3M’s positioning as a materials science leader operating behind the scenes of major technological advancements. The result was a high-impact custom exhibit that balanced brand presence with purposeful trade show engagement.
Executive and analyst engagement.
Beyond general show traffic, the exhibit served as a platform for executive storytelling. CEO-led walkthroughs for analysts and media were conducted within the space, offering structured narratives around 3M’s innovation strategy .
For 3M, CES continues to function as more than a product showcase. It provides an opportunity to communicate direction, reinforce partnerships, and engage stakeholders who influence long-term growth.
Impact for 3M at CES 2026
The CES 2026 strategy allowed 3M to concentrate its efforts on meaningful, high-value engagement. The invite-only structure created space for deeper technical conversations, while simplified messaging improved clarity across application areas.
At CES 2026, 3M refined its presence around focus, structure, and audience alignment. Through strategic segmentation and intentional design, STAR helped create an environment that supported both technical depth and executive storytelling, positioning 3M for continued growth at future CES events.
