BIT Milan Fair
Today’s case history leads us to retrace all the work done to create a large ecological and customised stand for Yes Milano, the brand created by Milano & Partners (the official promotion agency of the city of Milan) to attract new visitors, talent and investment to the Lombard city. The collaboration was born on the occasion of the BIT fair, an event in which the agency wanted to give visibility to its mission to support the growth of Milan and make it the most welcoming city in the world, a global and increasingly attractive location.
Yes Milano asked us to develop a stand project that could meet various needs: we needed large spaces for communication, places of socialization, a functional backend for the management of the warehouse during the fair and above all a set-up that would stand out and intrigue visitors. Thus was born the idea of a stand with very open spaces that was able to facilitate the meeting with / between passers-by and that attracted thanks to the creation of a cardboard tram in scale 1 to 1.
A large part of the cardboard stand has been tailor-made to adhere to yes Milano’s measurements and requests for customization. Obviously the tram was not among our solutions in the catalog and was created entirely in cardboard with lots of seats and monitor integrated inside for the presentation of special communication relays. Needless to say, the realization was a success, just see the photos to understand how it was an element able to attract the curiosity of passers-by, even just to try to sit inside and maybe take a selfie with friends. Instead, cardboard furniture from the catalog was used for the creation of the living rooms (with Ventina seats and Cian C tables) and for the composition in brackets of the counter created by combining various Losa modules, combined with stools of the Ortles line.
In the last images you can see how, in addition to the furnishings, great importance has been given to corporate communication, given that all the panels have been printed with large ad hoc graphics with a strong visual impact. The functional side of the stand has also been studied in detail, as can be seen from the large compartments in the back of the counter, but also from the closet that has been obtained in the stand space to store all the information material and gadgets to be used during the fair.
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