Case Study: Alphacan at VETECO IFEMA Madrid
Reusable Exhibition Stand Design
Client: Alphacan
Event and venue: VETECO, IFEMA Madrid
Design focus: window-system displays and reuse across multiple exhibition years.
The project combined architectural simplicity with a repeat-use approach: a consistent brand environment that could be stored and installed again for later shows.
The Brief: Representing Italian Craftsmanship at IFEMA
Alphacan needed a clean exhibition space that placed its window systems at the center of the presentation. The brief called for clear product visibility, comfortable visitor access, and a visual identity that would remain useful across successive exhibitions.
The design challenge was to give the products enough space and definition without overwhelming them with decorative architecture.
The Design: Architectural Simplicity & Refined Materiality
Product presentation shaped the architecture. Large display frames organised the window systems, while warm materials and soft lighting created a restrained setting around them. The design addressed the brief’s priorities: clear product visibility, comfortable visitor access and a recognisable Alphacan environment.
Repeat use was part of the project programme: the design returned across multiple exhibition years, with storage and reinstallation managed between appearances. This connected the exhibition setting with the work required to bring it back for later shows while maintaining a consistent brand presentation.
How to brief a stand for repeated use
- List the next shows: compare plot dimensions, open sides, height rules and product-display needs before choosing a construction system.
- Define the component plan: agree which frames, finishes, graphics and furniture can be stored, repaired or replaced.
- Compare the full programme cost: include dismantling, storage, transport, refurbishment and reinstallation, as well as the first build.
Reuse is described in this project, but no quantified cost saving or carbon reduction is published. A measured comparison would need component records, transport distances and the scope of each installation.
Compare our modular stand options and custom design service when planning your own program of trade shows. The right construction system depends on your brief.
The design was reused across several exhibition appearances, maintaining a consistent brand presentation. Storage and subsequent installation formed part of the project planning.
Before reusing a stand, review component condition, graphics, the next booth footprint, and the venue rules.
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