The stand for the Basque company ULMA occupies an area of 254 sqm. Its goal is the joint presentation of the four lines of business, but individually.
The stand design has to focus on three aspects: its architecture, the exhibited products to exhibit and emotions.
It also needs to stimulate the five senses: sight, through the booth itself and the displayed products; hearing, with sounds that mimic the nature of the Basque Country; touch, by the possibility to touch real products; taste, with a fresh, aromatic and sweet meal, in contrast to the hard engineering image of the company; smell, incorporating the scent of nature and the odor of the primary materials that compose the stand, such as wood.
The aesthetics are clean, with few videos and texts, ensuring that the needed information is displayed in graphic supports. The lighting emphasizes the products, placed on pedestals of varying heights that ensure a good relationship with the visitor.
The final design has a strong image, very architectural, to convey quality, service and professionalism of the company, but with simple aesthetics that do not detract from the products’ value. The materials are very pure and of sober character: wood, steel, glass and concrete, from the exhibition pavilion floor.
The space is conceived as a plaza, focusing on the meeting point at the center. The plaza is closed on each side by a structure that encloses the space and serves as a support for each business line. The corners are thus fully open to visitors, without a clear entrance, so that you enter the place almost without noticing it. In these four entrances are located the personal contact areas with tables and chairs. The original pavement of the exhibition pavilion is shown here, signalized with black vinyl graphics.
The architectural form evolves from the concept of natural structure-sculpture, ribbon and dynamic interaction. An object that is developed to generate different spaces, being cut and then moved to generate recesses, elevations and folds. It works like nature itself, it is a unique topographic object. It becomes a base and path that interacts with people while serving as an exhibition stand, creating spaces and work and meeting areas.
ULMA Polymer Concrete