SMS group

Striking booth architecture for maximum presence in the hall

For SMS group’s trade fair presentation at Tube & wire, we implemented a striking booth concept on a single, central floor space. A large-scale, semi-circular fabric ceiling suspension combined with a highly visible banner gave the booth extraordinary spatial depth, while illuminated SMS group logos ensured unmissable long-distance visibility throughout the exhibition hall. Once again, a technical and aesthetic highlight was the integration of acoustic baffles directly into the stand architecture. Despite high visitor footfall, these ensured muted, pleasant conversational acoustics, reinforcing the premium quality of the brand presentation.

Exhibit highlights and exceptional hospitality

The centerpiece of the booth area was a real olive tree encircled by a central seating island, serving as a natural gathering point and a refreshing oasis of calm. Surrounding this center were various seating and high tables designed for flexible client communication, alongside a discreet meeting room for in-depth technical discussions. The two integrated high-tech exhibits were particular eye-catchers - the Compact camera system for real-time monitoring of copper wire rod lines, and the CL module as a high-precision quick-change component for wire rod mills. The combination of premium coffee catering, culinary delicacies, and a thoughtfully planned layout created an ideal, welcoming atmosphere that invited clients and team members alike to stay and connect—providing the perfect setting for successful networking.