Build like a Booth. Lived like a Club

Not a Booth. A CLUB.

Conversation with Sebastiano, Design Dept.

Until yesterday, we observed the trade show system, designed it, built it—for others. This time, however, we became an active part of it. And the first question we asked ourselves was inevitable: what happens if we flip our perspective?

"We wanted to turn the way we usually experience trade shows upside down. It was our first time attending as exhibitors rather than just designers. We wanted it to feel special, almost like a celebration".

From there, the idea of the CLUB came about.

Not a simple exhibition space, but an experience to be lived. An environment capable of telling our story even before we did.

Was it just an exercise in style? No. Or rather, yes—but more than that."I won’t lie—it was an exercise in style. But deciding to engage with major companies, meeting them at their level, was an act of courage and perhaps a bit of madness". Courage and a touch of madness—these are values that define us.

If the space were a statement, it might have carried a single phrase:"You cannot think about architecture without thinking about people" — Richard Rogers

Our hope was that this thought would become the silent takeaway for every visitor.

The CLUB, without rhetoric

The word “CLUB” might suggest exclusivity. In our case, it was the opposite.

"The CLUB is more inclusive than exclusive. Relationships and storytelling are part of who we are".

Any selection that existed was about work organization, balancing workloads—not identity. This is not what the DASS CLUB is about.

At the entrance, we wanted to convey a very specific energy. "The purest kind—linked to relationships". A young, fresh, energetic approach. An attitude that starts with the founders and is passed on every day through the team.

Attract or retain? The answer is almost a play on words: "Attraction is a wonderful way to entertain".

Inside that space, something had to happen that rarely finds room elsewhere in a trade show: first and foremost, to amaze. "We tried to surprise people—who knows if we succeeded".

But also to spark connections, inspire thought, and open conversations. And yes, to top it off with beers and a dj set "After all, we were in Germany".

Design Language

From the beginning, one thing was clear: this was not about designing a booth.

"The only request was that we shouldn’t design a booth, but rather recreate a situation to be experienced".

A deliberate choice, even with the risks it entailed.

Comfort? It wasn’t a priority—at least not in the conventional sense. "Physical comfort doesn’t define our area. It’s a concept too open to interpretation." We didn’t want to force tension either."We allowed ourselves the luxury of doing exactly what we wanted, for once… with all the consequences that came with it."

Empty space played a central role. It created continuity, gave breathing room and projected color beyond physical boundaries.

"Architectural work is not just the object itself, but also what surrounds it—the voids, the spaces." — Oscar Niemeyer. A quote that perfectly captures the essence of the project.

If the space were a piece of music, it wouldn’t have a defined genre."I’d like each person to have their own interpretation". Even this is inclusivity.

Then there were the details—the less obvious but more radical ones. The 10×10 cm “tiles,” echoing the grid pattern, are one of the CLUB’s signature elements. A technical gesture: precise, almost silent, yet profoundly identifying.

Risk as a Choice

Among the elements that drew the most attention was the dithering wall at the back of the reception area. "No one—under any circumstances—would have convinced me to execute it using a different method". It was a firm stance.

Of course, there were moments of doubt: "The most difficult and demanding client is ourselves." In an open-plan studio, no one holds back. It’s a stimulating creative process, even under pressure.

We left room for the unexpected. All of it possible."Leaving space for the unforeseen is the best way to deal with it".

It would have been easier to create a booth that was aesthetically pleasing but neutral. No risks. No tension. No soul.

We chose not to do that.

The Real Impact

When did we realize it was working? Through behaviors.

We received positive feedback from new potential partners. Clients and suppliers stopped to share thoughts over coffee or a beer.

"Quality is always preferable to quantity". The conversations were numerous, interconnected, and at the same time diverse—a crossroads of exchanges.

And if the space had been full but silent? Something would have been missing.

The true success, however, came even before the show began.
"It happened when we decided to present ourselves at Euroshop."

The initial fear was the horror vacui—or, more accurately, the “club vacui.” In hindsight, we can say it went quite well.

The CLUB is not just a space at the trade show.

It was a way of declaring who we are.

And perhaps, even more so, who we want to become.