noisySTUDIO
CULMIA · SIMA 2021

From bare structure to a brand brought to life. Watch the build unfold.noisySTUDIO · 2021

CULMIA · SIMA 2021 · BRAND DEBUT

A new name.
An unmissable arrival.

Culmia’s first trade show needed more than a sign. A sweeping screen, a sculpture wrapped around it and an open invitation to start a conversation.

CulmiaDestino, tu hogar

SIMA Spring 2021 · IFEMA Madrid
100 m² · 10 × 10 m
Design and build · noisySTUDIO

Ten metres across. A presence that reaches much further.
14 mof panoramic screen
6 + 1sales desks + information point
4open sides, ready to welcome

THE IDEA

A small footprint.
A much bigger presence.

The screen sweeps around the corner, joining two sides of the stand. Above it, curved tubes and fabric carry the line onwards. From the aisle, it reads as one continuous form: light, open and hard to miss.

A brand story with a twist.A 14 × 1.5 metre screen follows the visitor’s route, turning the corner into the stand’s strongest point of visibility.
Structure becomes identity.A modular sculpture of curved metal tubes, wrapped in Culmia’s colours. Open on all four sides and recognisable from each one.

MADE FOR PEOPLE

Catch the eye.
Make time to talk.

Impact draws people in. The layout gives them a reason to stay. The challenge was to bring a brand debut, sales conversations and private meetings together in just one hundred square metres.

Up close, it becomes personal.Six sales desks and an information point give every conversation its own space, with the distancing required in 2021.
Room for a quieter conversation.A private meeting room sits behind a nine-metre curved cabinet that brings storage, technical equipment and graphics together without closing off the stand.
DESIGNING WHAT YOU DON’T SEE

DESIGNING WHAT YOU DON’T SEE

Storage. Privacy.
Without a wall.

The modular cabinet runs behind the sales area, with doors facing the desks and a private meeting room on the other side. One piece solves several needs while keeping the whole stand open.

80%recoverable, according to the project brief

DESIGNED FOR LIFE AFTER THE SHOW

One first impression.
Many lives to come.

The structure and furniture were designed as modules, ready to adapt to similar or smaller footprints. Taking the stand apart was part of the design from day one.

Project completed in 2021. Stand photographs have been retouched for this presentation. The build film includes updated noisySTUDIO branding and Topaz enhancement.

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