Exhibition Design | Simonelli Group at Host Milano 2025

The Challenge

Simonelli Group, a worldwide leader in professional coffee machines, invited us to create the concept for their exhibition design at Host Milano 2025.
The goal was clear: to move beyond the idea of a traditional trade fair booth and transform it into an immersive brand experience — a place where innovation, design, and coffee culture could meet.

The Concept

From the very beginning, our approach was bold and unconventional.
We envisioned a trade fair booth design that broke away from familiar patterns and formats, presenting instead a stage where storytelling, aesthetics, and customer engagement could seamlessly connect.
The space was imagined as fluid and dynamic, merging retail design strategies with an interior design approach that enhanced both functionality and emotional impact.
For us, it was not only about building a stand, but about creating an environment that reflected the identity and values of the brand.

The Outcome

Although the project was not ultimately selected, it remains for us a proud statement of our philosophy: daring to innovate, surprising expectations, and always seeking memorable results.
The concept expressed a strong brand identity, supported an engaging customer experience, and showed how exhibition design can evolve into a strategic tool for communication and brand storytelling.

Conclusion

At VANDA, we believe that every project — whether in exhibition design, retail design, or commercial interiors — is an opportunity to transform space into an experience.

Looking to create a booth or retail environment that stands out? Contact us to bring your vision to life.

ADIDAS KIDS | Stand | Vandadesigners