Trade fair set-up for a promotion with a green heart

An exhibition stand for a green promotion during a medical congress? We did it!

The 54th National Congress organised in Rimini by the ANMCO, the National Association of Hospital Cardiologists, has just taken place. All the major representatives of the medical and pharmaceutical fields took part, ready to promote research and technological breakthroughs by the sound of their stands. The Congress, which is the most important medical event in the field of cardiology, aimed to review past experiences in this field in order to promote new ideas, projects and technologies for the training of the new doctors of the future and the development of new techniques to safeguard our health.

For the occasion, the CNC Group agency in Milan commissioned us to create a natural cardboard exhibition stand for the well-known Bayer pharmaceutical group, coordinating the company’s image with its sustainable commitment.

From words to deeds

Moving from words to deeds, we designed a bare area layout modelling it as an open area, imagining precisely a square in which to meet and exchange ideas, without barriers or walls. We therefore positioned a back wall consisting of a central body in the shape of a television set in which a screen was embedded from which images and promotional messages could be projected during the event. This concealed a small service compartment that was conveniently integrated with the environment. The centred body was connected to two side display panels decorated with the company’s colours and logo. The special feature of the set-up was a large custom-made remote control positioned in the direction of the TV, which besides being an unusual decorative element had two functions, one practical and one symbolic. The remote control was actually a giant battery charger to which visitors to the stand could connect their phones for recharging, but above all it was meant to be an interpretation of the action performed by cardiologists every day: energising our hearts with their material and intellectual work. On the opposite side of the back wall is a custom-made reception desk with a laminate top equipped with a series of stools from the Soi and Soi Plus. The set-up was completed with chairs Taviela customised in colour and equipped with comfortable padding on the seat and backrest, and tables from the Cian C with digital printing, also customised, on the legs. From the sky finally descended a circular panel with the company name printed on it, which served to indicate the location of the stand from afar.

An environmentally friendly cardboard stand is more than an aesthetic choice

An ecological cardboard stand is more than an aesthetic choice, it is ethical. Congress has unfortunately been saddened by the terrible climate catastrophe that has struck our country in these very days, causing severe damage and innocent victims. This shows how the exploitation of resources has reached such a limit that serious reflection is called for, which none of us can escape any longer. Aesthetic choices also in the choice of media through which to promote oneself and one’s communication must be made conscientiously. Favouring recyclable and sustainable materials is the right way forward. Natural cardboard is a versatile and easy-to-process material that can be shaped as one’s imagination dictates, fully customisable. Furthermore, all fittings are designed to be easily assembled with interlocking systems that do not require large tools, and it is so easy that anyone can assemble it themselves. The carton structure is light and therefore easy to transport once disassembled and is always reusable.