The Trade Group’s New Milan Exhibit Features 360 Branding and an Open Feel

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The Milan, the first exhibit design available in the exhibit house’s new Pennuto line of trade show displays, was designed to look like a custom exhibit, while offering the flexibility, lightweight construction and cost-saving benefits typically associated with modular displays.

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Moore explains, “My goal was to design a space with an open feel, while creating a cohesive, 360 degree branded environment. When you walk into a customized Milan exhibit, it feels like you’re walking into a new environment...”

When The Trade Group’s Senior Product Designer Christina Moore was tasked with designing the new 20’x20’ Milan exhibit, she wanted to create a space that clients could easily customize and modify.

She also wanted to incorporate progressive design elements that would be highly functional, flexible and offer multiple opportunities for branding without taking up valuable floor space.

As Moore explains, “My goal was to design a space with an open feel, while creating a cohesive, 360 degree branded environment. When you walk into a customized Milan exhibit, it feels like you’re walking into a new environment, as opposed to a traditional trade show exhibit.”

Moore’s inspirations for the Milan design were many. “We have seen a growing demand for bridge type settings, so you will find two bridge elements in the Milan design. We also wanted to include very large graphics, so 11’ and16’ floor to sky towers were integrated into the bridges. Light boxes are also popular today, so clients have the option to include large, backlit fabric murals in the space,” says Moore.

The aluminum structures in the Milan design are concealed – or skinned – with PVC substrate and laminate. By covering the aluminum, Moore’s intent was to give the exhibit design a custom look, without sacrificing the lighter weight and flexibility of aluminum.

According to Moore, “While the aluminum base is lightweight, it’s also very sturdy. You can easily mount product displays in your Milan exhibit. In fact, we included multiple areas for product displays and demo stations in the design.”

Another new element in the Milan design is a locking storage room. In addition, the bridge-style ceiling structures come with high-output, surface-mount LED lights. The lights also come with a dimming feature, so you can control the amount of light emitted, based on your needs.

“The dimming feature comes in handy if you want to include a theater area with a larger TV in your space. You can easily adjust the lighting as needs change,” Moore says.

While the Milan display features an open floor plan, there are multiple graphic panels throughout the space. All of the graphics border an aisle, including the sides of the front bridge, back of the lockable storage room and the front of the wall supporting the lower ceiling.

Moore included endless opportunities to customize and modify the Milan exhibit, so exhibitors are able to achieve the custom, branded feel they want, without breaking the bank.

As Moore explains, “You can convert the middle space into a semi-private meeting area, convert the storage room into a meeting room and reposition the bridges. The components offer endless flexibility, and you can customize walls, graphics, flooring and more, so every client ends up with a one-of-a-kind, custom look, without the custom price. You also have the option to rent or own.”

To learn more about the new Milan exhibit and Pennuto line of trade show displays, offered exclusively by The Trade Group, call 800-343-2005.

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Stephanie Chavez
@Trade_Group
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