A 36 square metre exhibition project built around function, aesthetics and natural materials.
Architectural design and 3D floor plan for a 36-square-metre exhibition booth. Set up of modular spaces, including a show-cooking area and display counters. Art direction for the strategic placement of multimedia screens and graphic panels. Supply and installation of premium decorative and display elements, including wooden mouldings and real plants.
The Client's Request
The true beauty of Puglia: can an exhibition booth tell a whole story?
Caro Puglia Gelo, a top producer of frozen goods from the Italian region of Puglia, called us before an important national trade show. They needed a new exhibition booth and they wanted it to be unique: they needed to tell the story of their products through live demonstrations, through the use of space, light, and design. More than anything, they wanted it to provide an active experience, something that would stand out within the context of the exhibition. The brief called for generous glass counters and display cases to showcase their product range appropriately, a welcoming reception desk and a spacious area for client meetings, plus an enclosed storage room to keep logistics running smoothly throughout the event. The most stringent request concerned the way we were to convey the very identity of the Puglia region: they specifically did not want to fall back on the usual stereotypes, aka, no photos of cone-shaped houses, the region’s iconic “trulli”. The idea of using olive trees as a decoration motif sounded much more appealing.
Smart Eventi's Proposal
Visual storytelling through light and design: our project for Caro Puglia Gelo
Smart Eventi designed a smooth, flowing layout for Caro Puglia Gelo, guiding visitors past the glass display counters towards the show cooking counter, positioned at an angle and flanked by wall-mounted screens that amplified every live demonstration. At the heart of the booth, a welcoming hospitality area was wrapped in striking walls, decorated with bespoke visuals, designed to maximise brand visibility at a single glance. The design boasted an iconic, instantly recognisable look, built around a structure of vertical wooden slats integrating illuminated display cases. We also insisted on bringing a real olive tree to the trade show: a natural touch chosen to evoke genuine craftsmanship and a true sense of Puglia’s identity, without leaning on the usual, overworked symbols.
Achieved Results
The perfect exhibition booth: visual storytelling meets authenticity
The live show cooking area drew a steady stream of visitors, keen to see the products in action. Glass display counters and illuminated cases showed off every item to its best advantage, while the balance between open areas and storage kept the logistics running without a hitch. Graphics, wood and the natural olive tree gave the booth a strong, memorable aesthetic impact. The client, delighted even while the fair was still on, received compliments and recommended us to their contacts, turning down business cards from other booth builders along the way.
Services:
Architectural design and 3D floor plan for a 36-square-metre exhibition booth. Set up of modular spaces, including a show-cooking area and display counters. Art direction for the strategic placement of multimedia screens and graphic panels. Supply and installation of premium decorative and display elements, including wooden mouldings and real plants.
Aims:
Creating a compelling and original storytelling for Apulian products
