Trade Show Booth Construction
The Spirit of Dubai
Area — Beauty & Pharma
Trade Fair:
Esxence
Customer:
Nabeel Perfumes
Area:
Beauty & Pharma
Location:
Milan
For the Esxence trade fair, The Spirit of Dubai needed to translate a highly recognisable identity — lacquered black, gold and references to Arabic architecture — into an exhibition space. The stand takes shape as an enclosed, dark setting in which light is the only element guiding the eye. Effetre handled the build.
- glossy black surfaces with gold trims and frames
- gold arches as entrance openings and as frames onto the space
- button-tufted display wall with lit shelves and illuminated frames
- central counter with a recurring gold geometric pattern
- full-height LED screen on the facade for product content
The result is a stand that is recognisable from a distance and that, once inside, shuts out the hall completely.
Stand build at Esxence for The Spirit of Dubai
At an artistic perfumery fair the product is small and almost always transparent. The Spirit of Dubai stand works through absolute contrast: the entire perimeter is glossy black, and every element meant to be seen is lit.
The arch is the element holding the project together, and it appears at every scale: as the entrance opening, outlined in gold against black; in the coloured shapes that punctuate the counter top; in the geometric pattern covering the display front.
The back wall is the display core: black panels dotted with a regular pattern of points of light, illuminated LED frames defining their sections, cantilevered lit shelves for the bottles and a backlit image at the centre.
At the centre, the black and gold counter with its raised pattern holds the fragrance line on top and the sales materials below. Around it, blue velvet armchairs and a round side table define the conversation area: at a fair where the deal goes through the scent trial, being able to sit down beside the product is no small matter.
Facing the aisle, the full-height LED screen plays the brand's content and acts as a draw from a distance, offsetting the choice of a closed, dark perimeter: the stand attracts from the outside and draws inwards.
Effetre built the stand, taking care of the glossy black finishes and the gold trims on every element (walls, arches, counter, frames) where a mirror-lacquered surface leaves no room for imprecision in workmanship or alignment.
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