New location, new challenges: as this year’s Congress of Rheumatology took place in Dresden’s somewhat spatially restricted conference venues, the accompanying exhibition had to make do with considerably less space than usual. Our client Medac had tasked us with building a stand which nevertheless included all the essential exhibition elements in the limited space available – and across a split-level floor at that.
The narrow exterior area (27 m²) was used for hosting visitors, and a small but inviting seating area was flanked by two counters. Medac used another area, 24 m² in size, to present a new diagnostic tool. Its functions were explained in detail via a screen attached to a cube above the exhibit, which took pride of place in the middle of the stand. We deliberately designed the area around the centre of the exhibition stand to produce an open and welcoming feel. Bright, pleasant shades and visuals, wood panels, the choice of lamps and furniture – all these elements came together to produce an open-plan atmosphere and a warm, inviting ambience.