Ergonomics meets clear brand architecture

For SQlab, SYMA created a 234 m² exhibition stand at EUROBIKE 2024 in Frankfurt, which translated the company’s expertise in ergonomic cycling products into a clear and modern brand architecture.

The bright, open design characterises the entire presentation. White, as the dominant base colour, creates a calm backdrop for the products, whilst the distinctive SQlab brand elements provide targeted accents. A large-scale, suspended structure ensures a strong visual impact from a distance and makes the brand instantly recognisable even from afar.

The focus is on the products. Saddles, grips, handlebars, pedals and other components are showcased on spacious, partly illuminated display areas. Rather than filling the space with traditional product shelving, the individual solutions are deliberately given space and attention.

The open stand architecture also facilitates direct interaction with visitors. Display areas, seating and an integrated meeting area create distinct zones for product information, advice and personal discussions.

The result is a trade fair stand that distils SQlab’s brand values down to the essentials: ergonomics, function, innovation and high design standards. The architecture is deliberately understated – thereby giving the products and the brand all the more space.

Trade fair: EUROBIKE 2024
Company: SQlab
Location: Frankfurt am Main, Germany
Stand area: 234 m²
Architecture: Bespoke exhibition stand | Open-plan stand design
Key areas: Cycling ergonomics | Product presentation | Brand architecture | Consultancy & networking
Implementation: SYMA