The pharmaceutical group Strides entrusts CuldeSac Venture for the second year in a row for the design of its CPhI 2017 stand, recently celebrated in Frankfurt. Sterling, Saps, Alivira and Stelis are the companies dedicated to the pharmaceutical sector that, leaded by Strides, have participated in the recent CPhI – of reference in the pharmaceutical industry – with more than 2500 expositors from 150 countries, that gather together more than 36000 professionals of the area.
The space, with 370 sqm and 5 m high, wasn’t designed to display the product, as it usually happens in that kind of fairs. This year’s innovation is a humanization of the space, running away from the technological look that reigned in the Barcelona edition, back in 2016. The challenge was to create a space able to transmit the brand’s philosophy while generating a different atmosphere that would favour the commercial encounters.
A reticular structure serves as a guide to enclose the different areas. The fabrics and lattice works are in charge of sieving the views and configure the volume. The tensed canvas over the stretches generate spaces of different highs and scales, and occasionally emptiness in the form of patios with vegetation. The exterior, completely white, talks about purity, with great importance of wood: a warm material with a strong character that serves as instrument to generate a welcoming ambient.
Furthermore, we bet to differentiate the meeting and working area, to suggest different communication ways for the client. High tables with stools in the great central square, isolated meeting rooms, a great central piece of furniture to have a relaxed conversation or a lounge area with armchairs linked to the bar zone are just some examples of the CuldeSac Venture proposal. The result is a contemporary stand that highlighted its differentiation with the pharmaceutical aesthetic that predominated in the fair. A great neutral and warm space, full of corners ready to be discovered.
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