AGFA | Decoration of Events

The Challenge Behind AGFA's FESPA Stand

The Challenge

Four large-format industrial printers, a powerful slogan —"Powerful by Nature"— and an exhibition space split into two separate areas divided by a busy aisle. That was the starting point AGFA presented for its presence at FESPA.

For BASE3 Spain, the challenge was not only to create a visually striking stand, but to design an architectural solution capable of accommodating the technical operation of the machines, managing visitor flow, providing private meeting areas isolated from the noise of the exhibition, and ensuring maximum visibility throughout the hall.

The Architectural and Graphic Solution

To maximise visibility across the venue, BASE3 designed, for the first time, a 2-metre-high suspended overhead structure, complemented by four giant 2 x 1.5-metre cubes that prominently identified each printer.

The entire suspended structure was installed using slings across three independent truss sections.

The secondary stand, standing 4 metres high and dedicated to meeting rooms and storage, showcased one of BASE3's most innovative graphic solutions: ECO Sound acoustic panels.

Using a combination of direct printing techniques together with CNC routing and engraving of the corporate pattern directly onto the material, two impressive 6 x 4-metre feature walls were produced in AGFA's corporate red, creating an elegant visual statement while providing a true acoustic oasis in the middle of the exhibition.

Project Highlights

• • beMatrix® modular system used for the kitchen area, reception counter and meeting rooms.
• • Premium finishes including printed brushed Dibond produced by BASE3 and silicone-edge textile graphics.
• • A memorable WOW effect, featuring a mechanical rodeo horse alongside a bespoke inflatable installation created for the launch of the new BRONCO

The Result

We transformed AGFA's stand into one of the exhibition's must-visit destinations.

A demanding project that successfully attracted a highly specialised audience with a strong appreciation for quality and attention to detail.

BASE3 delivered the project from start to finish, including concept development, industrial design, production, installation, lighting and permit management, allowing the client to focus entirely on presenting its commercial solutions throughout the event.