Atech J&G Group chooses Natur Design to promote the Hune brand

Will a sustainable cardboard stand save the world? This nobody can say, but certainly its use during important events such as international trade fairs is a strong and direct stance of a company or brand with respect to safeguarding the health of our planet.

As a testimony, we can take the case of Atech J&G Group CO, a multinational corporation that counts among its ranks a large group of brands, each with its own personality and philosophy. On the occasion of the IFA trade fair in Berlin, the world’s largest consumer electronics and household appliances event, Atech chose to promote Hune a brand that has decided to combine technology and sustainability in innovative and extraordinary consumer products. Earphones, chargers, cables and audio devices are just some of the items made from natural raw materials such as plant fibres and biodegradable recycled plastics.

This fair was an opportunity for Hune to promote itself in an international context that is increasingly aware of its purchasing choices and oriented towards companies with sustainable values and an image that is consistent over time. And if their technology is sustainable, their communication is sustainable, their set-up too could only be sustainable. The common purpose and vision that binds us, our experience, our style and our ethical way of working that respects the needs of our customers was the discriminating factor that prompted Hune to turn to us to build the stand for the fair.

This Natur Design project proved that the idea gives value to design when supported by the enthusiasm of a young team that firmly believes in its values. The design of the stand did not require a lot of work in the canonical sense of the word, the most beautiful part of the job was to interpret and capture the customer’s needs exactly and feel their satisfaction.

The stand consists of two display walls delimiting the area, one classically styled with plain cardboard panels framed by an upper support beam and joined at the centre above a custom-made display cabinet with closed compartments. Some shelves have been placed along the wall to break up its linearity. The other wall, which represents the longest side of the stand, is formed by shaped panels of different sizes and assembled in a staggered manner to create movement and a natural decoration given by the internal corrugated structure of the cardboard panel left exposed. Display cubes and cardboard hooks allow the goods to be displayed on the wall. To give harmony of colour to the whole, we laid a natural fibre carpet across the floor on which a table from the Ortles series with a cream-coloured laminate top and chairs from the Taviela line stand out. A Verra corner reception desk, also with an ecological laminate shelf, and a customised display with blister hooks are the final elements to complete the stand set-up. The entire structure is made of cardboard with a natural havana finish.

Compared to the usual, this stand has the particularity that it was not customised by us with our own ecological digital prints, but in full compliance with the ‘no waste’ philosophy, Hune decided to customise the stand with its own sticker prints to make the corporate communication even more direct and personal. But there is more. The entire stand including the furniture was assembled completely independently by the customer following simple instructions.

The fact that it can be assembled by yourself directly at the trade fair is just one of the many advantages of a cardboard stand designed by Natur Design because, consistent with our aim of making events all-round sustainable, all elements are designed to be easily assembled thanks to patented interlocking systems, thus saving costs and time in assembly operations.