Exhibition stand builders
Exhibition stand builders
Client: HFCL Group
Exhibition: ANGA COM
Location: Cologne, Germany
Dates: 10–12 May 2022
Stand size: 18 m²
Industry: Telecommunications and networking
Design, custom construction and installation: Activteam
HFCL came to ANGA COM with a broad telecommunications and networking portfolio, while the available exhibition area was only 18 m². The design therefore had to perform several jobs at once: establish a recognizable brand presence from the aisle, present technical content through large digital screens, provide comfortable space for customer discussions, include a practical reception point and storage, and still keep the stand visually open.
HFCL’s wider business covers optical fiber and optical-fiber cable systems, enterprise networking, telecom transport, last-mile connectivity and new-generation 5G solutions. The exhibition concept could not display every product physically, so the stand was designed as a compact communication platform: digital content, branded architecture and face-to-face discussion areas worked together to represent a much broader portfolio without overcrowding the space.
_1787649165.webp)
The central design element was a custom-built timber-look rib structure that rose vertically from the floor and folded across the ceiling line. In the original 3D concept, this repeated frame created a recognizable silhouette and visually divided the stand without forming a closed room. That idea was retained in the finished construction.
The structure gave the stand a clear identity from several approach angles and created a semi-sheltered hospitality zone beneath it. Because the ribs remained open, visitors could see through the architecture rather than meeting a solid wall. This was especially important for a small corner stand: the design created separation and hierarchy while preserving openness.
A contrasting deep blue-green branded wall formed the second major architectural surface. HFCL lettering was mounted high and illuminated, while the wall also carried a large integrated screen and a collage of project imagery. The combination of warm timber tones, cool corporate colors, planting and white furniture gave the space a technical but approachable character.
The project followed the logic of a bespoke stand rather than a decorative shell. The first task was to understand the company’s exhibition objective, brand identity, audience and operational needs, then convert these into a spatial concept that could be visualized in 3D before production. For HFCL, that meant prioritizing visibility, digital communication, meeting capacity and a distinctive architectural feature within a restricted footprint.
The approved concept was then refined around materials, joinery, graphics, AV positions and furniture. The ribbed structure was not an applied graphic effect; it was manufactured as a physical architectural element that defined the booth from the aisle and continued overhead. The reception counter, storage cabinetry, screen integration and wall finishes were coordinated as one visual system.
Brand consistency was achieved through controlled use of HFCL colors, illuminated logos and screen-based content rather than repeating the logo on every surface. Lighting was used to make the identity readable and to emphasize the timber structure, while the open layout kept movement intuitive. Furniture was selected to support short technical conversations without making the 18 m² stand feel crowded.
This approach reflects Activteam’s stated custom-design process: objectives and branding are translated into a 3D concept, materials and details are refined, components are precision manufactured, logistics are coordinated, and the stand is installed on site as a complete branded environment.
_1787649246.webp)
HFCL’s current portfolio spans optical fiber, optical-fiber cables, 5G access and transport, enterprise networks, last-mile connectivity and related integration solutions. At ANGA COM, the booth architecture supported this type of portfolio by giving the company two large visual communication surfaces rather than relying on many small product displays.
The large screens could carry network diagrams, infrastructure applications, fiber solutions, broadband and connectivity content in a format that was easy to change throughout the exhibition. The project-image collage on the branded wall added proof of real-world applications, while the meeting areas allowed technical discussions to continue immediately beside the presentation content.
This was a practical response to the exhibitor’s target: communicate a wide technology range, attract relevant visitors from the aisle and create a professional setting where sales and technical teams could explain solutions in more depth.
The finished stand shows a close relationship to the approved 3D concept. The principal geometry, front reception counter, timber rib architecture, main branded wall, integrated screens, storage cabinetry and white meeting furniture all carried through into the realized booth.
The front counter was custom built with an illuminated HFCL Group graphic panel and layered horizontal detailing. Behind it, a second cabinet provided concealed working and storage space. Additional low cabinetry along the branded wall created practical storage beneath the screen without interrupting the visual composition.
Two large-format screens supported digital demonstrations and presentations. Suspended globe lights brought softer illumination to the hospitality area, while spot lighting strengthened the HFCL logo and wall graphics. Planting was integrated along the rib structure and around the cabinetry to soften the technical environment and create a more welcoming meeting setting.
The booth was planned so that a visitor could understand its purpose immediately. The reception point addressed the aisle, the illuminated HFCL name was visible above eye level, and the screens presented changing technical content. Once inside, visitors moved directly into two compact discussion zones furnished with white swivel chairs and glass-topped tables.
The open timber ribs helped define these spaces without creating barriers. This maintained sightlines across the stand and allowed staff to engage visitors from more than one direction. For an 18 m² booth, the result was a useful balance between brand presentation, AV communication, hospitality and practical storage.
A compact stand with repeated timber elements requires accurate prefabrication and alignment because small deviations become immediately visible across the full rhythm of the structure. The rib system, wall panels, counters, cabinetry, AV positions, lighting and graphics therefore had to arrive as coordinated components and be assembled within the exhibition build-up schedule.
The completed photographs show that the defining architectural form was successfully transferred from visualization to the exhibition hall: the repeated ribs, illuminated brand wall, counter geometry, screens and meeting layout remained recognizable from the original render, while planting, lighting and final graphic content completed the live environment.
The completed HFCL stand created a strong vertical and overhead silhouette while keeping the floor area open. Brand recognition came from the illuminated HFCL lettering, the custom reception counter and the consistent blue-green wall treatment. Product and service communication was handled through two large digital screens and supporting project imagery rather than cluttering the limited space with numerous separate displays.
Most importantly, the design converted 18 m² into several distinct functions: reception, digital presentation, customer discussion, storage and brand communication. The project demonstrates how a compact exhibition stand can use one memorable architectural structure to unify the entire visitor experience.
No independent award or media-coverage evidence was provided with the project material, so no award or press claim is made in this case study.
Finished stand – front-left view: custom rib architecture, illuminated HFCL branding, integrated screen, storage cabinetry and reception counter.
Finished stand – interior view: open meeting layout, suspended globe lighting, two large screens and project-image graphics.
Finished stand – aisle/front view: reception counter, high-level HFCL identity, meeting zone and open architectural frame.
3D concept – front view: original design intent showing the rib structure, reception counter, screens and meeting area.
3D concept – elevated view: spatial organization of the open stand, branded rear wall and customer discussion area.