An exhibition stand baked around a bigger idea at IBA 2023
Royal Kaak knows everything about building bakery lines. For IBA 2023, we took a different approach: instead of filling the stand with machinery, we built the experience around an idea. Food without footprint. From silo to truck, the complete bakery process became the starting point for the concept. Circularity shaped the layout, the visitor journey and even the lines running through the floor. At the heart of it all: a central hospitality area, surrounded by spaces for conversation, discovery and interaction. No machines needed. Just a clear story, brought to life through space, greenery and large-scale digital content.
Think
Baking a different idea
Design
Following the line
The design translates Royal Kaak’s sustainable vision into a stand that feels open, fresh and distinctly theirs. Their corporate identity takes centre stage, while lush planting reinforces the connection with nature and circularity. The circular layout creates a natural flow through the space, with meeting areas and a solutions zone positioned around the central hospitality area. Every element has a role in guiding visitors through the story, without overwhelming them with machinery.
Manage & Build
No room for half-baked ideas solutions
Then came the moment when the concept had to work in real life. A complex infrastructure, extensive AV and a highly interactive visitor experience all came together without compromising the open, sustainable character of the stand. The result was a green oasis among the machinery of IBA: a Royal Kaak exhibition stand that made Food without footprint tangible, from the first step onto the floor to the last conversation at the hospitality area.
Success starts with hello
Are you ready to stand out at your next trade show? We’d love to hear your story, understand your goals, and show you how we can bring your brand to life on the show floor.
