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Client：
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Year/Exhibition：
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Location：
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Industry：
The Chanllenges
Novonesis, formed by the merger of industry giants Chr. Hansen and Novozymes, needed a debut space that reflected their core mission: "Better biosolutions for better lives." In a hall dominated by glossy plastic and cold LED screens, the challenge was to create a warm, organic sanctuary that signaled sustainability and grounded science, while effectively managing traffic for their popular coffee hospitality service.
Design VS Reality
We moved away from traditional "walls" and embraced an architectural wooden pergola structure. This open-beam ceiling design defined the space without closing it off, allowing light and air to flow freely. The use of premium wood-grain laminates, combined with real preserved moss branding elements, perfectly materialized the client's "Rooted in Nature" philosophy.
The Living Brand Wall
The "Novonesis" logo wasn't just printed; it was grown. We integrated a custom-shaped preserved moss logo into the vertical wood slats, creating a tactile 3D focal point that visitors couldn't help but touch.
Hospitality & Coffee Bar
Positioned under the pergola beams, the full-service coffee bar served as the social heart of the booth. The warm wood tones and modern pendant lighting created a café-like atmosphere that encouraged longer conversations.
Educational Lightboxes
To deliver complex scientific data without clutter, we used sleek, freestanding backlit fabric lightboxes. These double-sided units acted as "beacons" on the aisle corners, attracting attendees interested in specific solutions like "ProbioBrain."
Immersive Forest Meeting Suite
Inside the private meeting room, a wall-to-wall forest graphic mural transported VIP clients out of the noisy convention hall and into a calm Nordic forest, setting a relaxed tone for high-stakes negotiations.
Key Design Features & Show Floor Presence
Biophilic Design
Architectural Permeability
Sensory Branding
Sustainable Messaging
Strategic Zoning
The Impact
Launch of New Identity
Coffees Served
Retention in Lounge Area
Booked Private Suite
From the Lead Designer
"For Novonesis, the goal was 'Nordic Zen'. We wanted to prove that a biotech booth doesn't have to look like a clinic. By using vertical wood slats, we created a sense of height and rhythm that mimicked trees in a forest. The moss logo was the finishing touch—it's not just signage; it's a statement that their science is alive."、
FAQ: Design Strategy & Execution :
Q1: Why use a pergola structure indoors?
A: It defines a "room" without walls. In a 20x40 space, solid walls can make the booth feel small and enclosed. A pergola implies a ceiling, creating a cozy psychological space while keeping the footprint open and accessible from all aisles.
Q2: Is the moss logo real?
A: Yes, it is preserved moss. It provides the texture and biophilic benefits of living plants but has been treated to maintain its color and softness without needing water or maintenance during the show. It's a perfect metaphor for "sustainable science."
Q3: How do you handle lighting in a "forest" theme?
A: We avoided harsh fluorescent floodlights. Instead, we used warm temperature (3000K) pendant lights over the coffee bar and focused spot-lighting on the moss walls. This creates intimate pools of light, mimicking sunlight filtering through a canopy, rather than the flat lighting of a typical trade show.
Q4: Is this booth layout reusable for future shows?
A: Absolutely. The modular aluminum framing hidden inside the wood-clad columns allows the structure to be reconfigured. For a smaller 20x20 show, Novonesis can simply use the central pergola section and the coffee bar, reducing future build costs and waste.
