Crucial Trading

The Client

Crucial Trading is a luxury flooring brand that creates the finest textile floor coverings and bespoke rugs. Its meticulous selection process means only the highest quality fabrics, sourced from across the globe, are used to make some of the sector’s most unique products. With a history stretching back more than 30 years, Crucial Trading works closely with leading designers to set new inspirational trends with every product it creates. Its range of wool, jute, sisool, seagrass, and sisal carpets and rugs set new standards for sustainability, style and durability, making its products the perfect choice for homeowners and interior designers across the UK and beyond.

The Project

Crucial Trading is a longstanding and valued client of Exhibit Interactive. We were once again delighted to be chosen to help it make an impact at events and online during the coronavirus pandemic. 

With many physical events off the agenda during various periods of lockdown, we were tasked with creating an interactive virtual showroom for Crucial Trading to help it connect with its audience and showcase its products in the absence of physical exhibitions.  

And when events were allowed, we were also commissioned to help Crucial Trading make an impact at Decorex 2021, Europe’s premier trade show for interior design professionals.

The event, which took place at Olympia London in October, gave leading brands the platform to promote their unique products and services to hundreds of designers, architects, specifiers and other delegates visiting the show.

The Solution

Decorex was the first trade show that Crucial Trading attended during the pandemic, so it was important its stand not only looked good but also adhered to health & safety regulations.

We created a simple, clean and sustainable exhibition stand with a circular design to make the most of the space and allow plenty of room for social distancing.  

We used innovative lighting options and incorporated large-scale graphic displays showcasing some of its most popular designs to create visual impact. Branded sample panels were also created around the perimeter of the space to allow visitors to take fabric swatches.

For the virtual showroom, we created a branded online space with interactive elements to give visitors the option to browse through its range of beautiful carpets, see how they look in real-world environments and link to the relevant sections of Crucial Trading’s website for more information. It also incorporates video content and data capture points throughout.

The Impact

Since launch, there has been a significant increase in click throughs to the Crucial Trading website, consistent with marketing activity supporting the virtual showroom, demonstrating that visitors clearly enjoy this interactive 360° experience.

At Decorex, our stand design made a real impact on delegates, drawing hundreds of visitors to the stand throughout the expo, while ensuring that social distancing could be observed, to help keep delegates safe. 

Hundreds of fabric samples and information packs were given out, which generated an encouraging number of enquiries.

And because of our hands-on approach to project planning and management, Crucial Trading’s team was able to enjoy a stress-free event, as we took care of every aspect of the exhibition stand from install to takedown.


“We’ve worked successfully with Exhibit Interactive for several years because they totally understand our brand, our objectives and what we’re looking to achieve with every project we work on together. 

“Our brand is the starting point for everything they do for us.  They do things based on what’s right for our brand and how it will help us portray the right image and convey the right message to our audience, to help us connect and engage with our customers.

“The fact that we create a consistent customer experience both at physical events and in the virtual world is fantastic and has helped us continue to push our brand forward and reach new audiences.”

Jenna Kane

Marketing Manager, Crucial Trading