This paper describes further development of information technology transfer concept for adaptation and exploitation of European research results in the Baltic Sea Region (BSR) countries. Riga Technical University (RTU) and Vilnius University (VU) as the partners of BSR Interreg Programme project BONITA (Baltic Organisation and Network of Innovation Transfer Associations) participate in the research which aims to develop a generic innovation & technology transfer concept (ITTC) to improve the collaboration between academia and industry. Particular attention in the paper is paid to the successfully proven concept of small and specialized exhibitions (the so-called “showrooms”) run by technology suppliers and technology transfer facilitators. The creation of the distributed multi-organisational showroom-network environment in the framework of BONITA project for the purpose of technology & innovation transfer improvement is described.