Simonelli Group | Exhibition Design Stand | Host Milano 2025

A SPACE THAT ELEVATES THE BRAND

Host Milan is the international trade fair for professional hospitality, the most demanding context in which a company in the coffee sector can present itself. When Simonelli Group, world leader in the production of professional coffee machines, invited VANDA to develop the concept for their stand in Milan, the brief was clear: a space capable of welcoming visitors while simultaneously elevating three distinct brands under a single identity.

The project, designed by Valentina Elmiger, unfolded across 600 sqm. The starting point was the product itself: Simonelli Group’s coffee machines, with their precision steel volumes and industrial finishes. From there we built a coherent material language, warm natural materials in dialogue with exposed steel, wood, stone, surfaces that reference the origins of coffee and its sensory culture.

The organising element of the entire space was the large bar at the entrance, positioned alongside the reception: not an accessory, but the heart of the project. The bar as threshold, as the first gesture of hospitality, as a declaration of what the Simonelli Group brand truly stands for. From there, the journey opened toward three dedicated brand areas, each with its own identity but part of a unified visual system.

The concept was not selected. We publish it because it represents precisely how we work: starting from the brand, building space from the inside out, making hospitality a design strategy.

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

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