ABS - Acciaierie Bertoli Safau

Temporary - Design

2025

Surface: 189m²
Fair: Made in Steel
Location: Milano
Ph Credits: Tiziano Reguzzi
Team: DASS

For Made in Steel 2025, we designed a stand that highlights the core value of innovation for ABS – Acciaierie Bertoli Safau, translating the story of the ACM ABS Metallurgical Research Centre, the company’s true heartbeat, into an exhibition space.
The setup uses a well-established color system: red represents the quality of special steels, turquoise symbolizes scientific knowledge, and green reflects the commitment to sustainability. Accompanying these is Pantone Very Peri, a vibrant and innovative purple chosen to express potential, creative energy, and the perfect balance between technique and inspiration.

Soft, fluid lines combined with harmonious surfaces reflect the company culture based on continuous growth and stakeholder relationships. The result is a space inviting visitors to pause, explore and discover the company’s future through a coherent and engaging visual and sensory experience.

FOCUS

Pantone VeryPeri becomes the visual protagonist of the stand, a novel color in the steel sector that sparks interest and distinguishes the brand. The use of soft shapes and integrated color schemes reinforces the message of innovation and growth, transforming the space into an emotional and technical reference point within the fair.