Chemical structures brought to life
DR. REDDYS
We have been working in a successful trade fair partnership with our client, Dr. Reddys Laboratories, since 2016. We develop and build Dr. Reddys' annual exhibition stand for CPhI, the leading trade fair for the pharmaceutical industry. This trade fair changes its location every year, so we are on the road with this stand in Milan, Barcelona or Frankfurt.
The stand concept has the requirement to be very open and transparent. At the same time, however, there should also be 5-6 closed meeting rooms in a bright atmosphere on the stand. To make this possible, we developed wall elements in our joinery that are closed for the acoustics and at the same time translucent. One particular challenge was the development and implementation of the hexagonal wall construction. The hexagon structure, which is anchored in pharmacy, stands for the order of chemical structures. The task was also to represent the company's continuously stable economic development. This was implemented using special peak-shaped elements in the wall construction. Discreet elements of the stand perimeter ensure that the view of the stand remains open and yet visitors are guided to the reception counter and from there to the waiting areas and meeting rooms. Open lounge areas and a bar counter provide a welcome reception for guests and visitors.
Despite the various special features of trade fair construction, we also implemented this stand with sustainability in mind. The CPHI awarded us Gold Status for sustainable trade fair construction.
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