A stand packing a powerful punch for a power-packed business.
The company is expanding with a new communication campaign underway. Binotto is showing at IAA for the first time as the Binotto Group brand, presenting exhibition goers with a united front comprising its three brands: Binotto (90% share of the space); Mariz, which has featured regularly on past stands; and the newcomer Tecno 3.
The goal is to ensure continuity of communication across the stand, taking it into a whole new, more extensive and more structured dimension. Introducing more powerful architectural features also has the effect of highlighting the increased floor area. Taking into account the technical issue of light contamination and the fact that there’s no option of attaching anything to the exhibition hall’s roof.
The focus of the stand’s design is on the harmonious integration of three main spaces:
- display area with relevant communication x 3 brands
- negotiation/networking/lounge area
- food prep area and equipment compartments at the back of the stand.
Embracing organic communication linked to previous editions, leveraging the use of the colour red and timber accents and allowing the products’ quality display to take centre stage.
