“I’m from Huntsville, Alabama, and I graduated from Auburn University with a degree in Industrial Design. That’s how I found my way into the world of exhibition stand construction—a fantastic industry where I can unleash my creativity while also applying the technical aspects of my studies. I work at Deckel & Moneypenny, where I focus on market trend analysis, concept ideation, design development, brand activations, and color, material, and finish applications.
Outside of work, I love traveling and exploring new cultures, spending time with friends and family, and keeping up with the latest design trends.”*
About the Exchange Program Reed shares insights into the program: "The exchange program was developed by three representatives from The Inside (NL), Deckel & Moneypenny (US), and Happy Projects (US). They met through IFES, an international organization for exhibition stand builders. The idea behind the program is to engage young professionals in our industry, giving them the opportunity to travel and experience different work environments and processes. That’s how the program came to life, and I was honored to be the first participant!"
During her time at The Inside, Reed visited trade shows across Europe, drawing inspiration from European designs and learning more about how exhibitions are organized in Europe.
“There are many differences between trade shows in Europe and the U.S., such as the scale of venues, booth construction, hospitality standards, and materials (or ‘booths,’ as we say in the U.S.). It was fascinating to experience these differences firsthand.”
In addition to attending trade shows, Reed worked on various projects at The Inside, applying her newfound knowledge while also continuing to contribute to projects at Deckel & Moneypenny.
“Balancing both roles was challenging at times, but I loved every moment. I tried to stay open-minded and fully immerse myself in this unique experience while also keeping up with developments back home.”
She laughs and recalls: “One funny moment was when I got my first bike here. In the U.S., I grew up mountain biking, so I didn’t think riding a bike in the Netherlands would be a problem. But one evening, after dinner, it was raining, and I had to bike back through the streets of Deventer. I hit a curb and completely wiped out—so embarrassing! I quickly realized that maybe Americans aren’t as skilled at biking as the Dutch after all.”
Reed hopes to bring back the sustainable and efficient working methods she observed during her exchange at The Inside. She’s especially excited about material reuse and project management.
“I hope to emphasize sustainability and material reuse more in my work in the U.S. The Inside has a resource library for reusable materials, which is something we should definitely adopt more back home,” she explains.
She also gained insight into the latest trends in exhibition stand design, which she’s eager to bring back to the U.S. “Trends often start in Europe before spreading to the U.S. Being here has given me a head start on what’s coming next.”
Beyond professional insights, Reed’s exchange led to valuable personal connections: “I worked with incredibly talented people and expanded my network.”
For other young professionals considering an exchange program, Reed has one key piece of advice:
“Go for it! An exchange is a unique opportunity to experience new cultures, work environments, and perspectives. If you go in with an open mind and a willingness to learn, it will be a life-changing experience.”
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