At SupplySide West 2024, Novonesis introduced a newly unified brand identity following the merger of Chr. Hansen and Novozymes. This 20×40 island booth was delivered to translate bioscience and sustainability into a physical show-floor experience—balancing brand clarity, education, and conversation zones in a high-traffic exhibition environment.
The project focused on natural material cues, modular structure, and clear visitor circulation, supporting both first impressions and deeper technical discussions throughout the event.
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Challenge
Novonesis needed a debut space that could introduce a new brand identity without feeling staged or overly “designed.” At SSW, audiences move quickly and compare many similar messages—so the booth had to communicate science, credibility, and sustainability through spatial cues rather than dense text.
The challenge was to create an environment that felt warm and grounded while still supporting technical conversations, product education, and steady visitor flow within a 20×40 footprint.
Design vs. On-site Execution
Instead of relying on traditional full-height walls, the booth used an architectural pergola structure to define the space without closing it off. The open-beam ceiling created a recognizable “room” feeling while preserving sightlines and keeping circulation flexible from all sides.
Wood-grain laminates and preserved moss branding were integrated as physical storytelling—supporting Novonesis’s sustainability message through materials, texture, and form rather than slogans.
The Living Brand Wall
The preserved-moss logo was integrated into vertical wood slats to create a tactile brand anchor. This feature served as a high-recognition landmark while keeping the space open—supporting both quick photo moments and slower, conversation-driven engagement.
Hospitality & Coffee Bar
Positioned beneath the pergola beams, the coffee bar acted as the social center of the booth. The warm wood tones and controlled lighting created a calm, café-like atmosphere—encouraging longer discussions while keeping the main circulation path clear.
Educational Lightboxes
To explain complex bioscience topics without visual clutter, double-sided backlit fabric lightboxes were used as “beacons” near aisle-facing zones. This supported product education at a glance and attracted attendees interested in specific solution areas without requiring a full sales conversation.
Immersive Forest Meeting Suite
Inside the private meeting room, a wall-to-wall forest mural created a controlled environment for high-stakes conversations. The suite helped separate sensitive discussions from show-floor noise, supporting focused meetings without disrupting the overall openness of the booth.
Key Design Features & Show-floor Behavior
Biophilic Design
Architectural Permeability
Sensory Branding
Sustainable Messaging Through Materials
Strategic Zoning
Outcome
Introduction Delivered
Coffees Served
Lounge Retention
Suite Fully Booked
From the Lead Designer
For Novonesis, the goal was to create a “Nordic Zen” environment—proof that a bioscience booth doesn’t need to feel clinical. The pergola structure established rhythm and height without building walls, while preserved moss branding and warm finishes translated sustainability into a physical presence.
This case highlights a practical approach: let materials, zoning, and controlled lighting carry the story—so visitors understand the brand through experience, not explanation.
Design Notes & Execution Decisions :
Pergola Structure Indoors
The pergola defines a “room” without walls. In a 20×40 space, solid walls can make the booth feel enclosed; open beams preserve accessibility from all aisles.
Preserved Moss Branding
Preserved moss provides the texture and biophilic benefits of living plants while maintaining color consistency without show-floor maintenance.
Forest Theme Lighting
Warm temperature pendant lighting and focused spot lighting created intimate pools of light, mimicking forest canopy conditions rather than flat hall lighting.
Reusability for Future Shows
A modular internal framing approach supports reconfiguration. Core elements can be reused or adapted for smaller footprints, reducing waste and future build complexity.
