Stand SGR

Stand SGR
Fair
Universal Design
Physical Branding
Strategy
Lighting Design
Neuroscience Consulting
Concept & Design Identity
Client: Gruppo SGR
Location: Rimini
Period: 2024
Gruppo SGR’s circular stand at Ecomondo 2024 translates the concept of immateriality into a light, permeable, and accessible space.

Flowing curtains, veiled surfaces, and curved geometries guide visitors intuitively, mediating the transition between public and private areas.

Stand SGR

The ring-shaped stand organizes the layout into an outer public crown and an inner core dedicated to dialogue and work. Veiled curtains, inspired by an air current, define flows, highlight entrances, and act as wayfinding elements, dividing spaces without interrupting visual permeability.
Olfactory diffusers accompany the journey from the perimeter to the center, creating a continuous sensory experience, while the absence of raised flooring ensures accessibility in line with Universal Design principles.
The concept of immateriality guides the reduction of material types, the use of elements designed for reuse, and the adoption of sharing and leasing strategies.
The project delivers a lightweight stand that optimizes flows and orientation, bringing the concept of immateriality to life through a neuroscientifically informed spatial design.