For BeOne, we designed and executed a refined, tailor-made exhibition booth for ICML 2025 in Lugano, continuing our successful collaboration with Fictio (Barcelona).

The 30 m² space was conceived to balance functionality and comfort while maintaining the brand’s distinctive visual identity rooted in medical innovation and professionalism.

Despite its compact size, the booth integrated multiple communication zones — from an information counter and digital displays to seating areas that encouraged open discussion and knowledge sharing.

Natural wooden textures, greenery, and soft lighting created a welcoming, human-centric atmosphere, reinforcing BeOne’s focus on trust and care in the medical field.
The clear visual hierarchy and bold use of brand colors ensured strong visibility and a coherent aesthetic presence within the exhibition environment.

This project exemplified how smart spatial design and premium finishing can translate a limited footprint into a high-impact brand experience.