Construction Trade Show Booth: Uniting Five Brands Under One Group Identity (Paris, 2024)
A 2,000 sq m booth designed to bring five subsidiaries of an industrial group together under a single identity, at a major construction trade show in Paris in 2024. The concept: circular architecture, a shared central hub and visitor journeys that flow naturally from one brand to the next.
Why bring several brands together on one booth?
An industrial group in the construction sector wanted to present five of its brands and areas of expertise together, for the first time, to four distinct audiences: employees, clients, prospects and media. The goal was not to stack five booths, but to build one strong group identity in which each subsidiary finds its place without disappearing.
The classic pitfall — the "booth within a booth" — was avoided through a guiding principle: showcase the group through its subsidiaries, and the subsidiaries through the group.
How does circular architecture create synergy?
The 2,000 sq m space is organised around a circle. This shape becomes a storytelling canvas for environmental themes and the group's history, while naturally drawing the eye toward neighbouring brands.
Three internal aisles cross the booth: each subsidiary's displays spill onto these aisles, inviting visitors to move from one world to the next. The result avoids the cold, rectilinear feel of standard juxtapositions.
How do you rank information between group and subsidiaries?
Signage follows three levels:
- High signage (6 m): the group first, subsidiaries grouped on the reverse, visible from afar.
- Mid-height partitions (± 3.50 m): each subsidiary's own identity above its space.
- Low partitions (2.50 m): brand logos and visuals.
A neutral carpet zoning (anthracite grey, mid grey for main axes) unifies the whole, punctuated by touches in each brand's colours.
What is the central shared space for?
At the heart sits a 570 sq m hospitality area acting as an agora: central stage, giant screen facing the main flow, large bar and over 100 seats. Metal-mesh curtains create a cocoon effect.
It is complemented by glazed meeting rooms, storage and lounge areas, hosting both business meetings and stage presentations.
How do you combine technology and ecology on a booth?
The booth faces the show's technology hub and highlights the brands' digital solutions. In parallel, the circular structure carries a decarbonisation message: carbon footprint optimisation and assessment, eco-designed scenography, priority to rental and reuse of materials.
Playful activations (simulators, lenticular "before / after" images on machine refurbishment) make these messages tangible and memorable.
Designed and delivered by WMH Project — We Make It Happen.
FAQ
How do you avoid the "booth within a booth" effect with several brands?
By setting a guiding principle: the group reads first, subsidiaries second. Hierarchical signage, open aisles and a shared central hub move visitors naturally from one brand to the next.
How much space does a unifying multi-brand booth need?
This project is built on 2,000 sq m, including a 570 sq m shared central area acting as an agora, plus brand-dedicated spaces ranging from 60 to 900 sq m.
How do you make a trade show booth more sustainable?
Through eco-designed scenography, priority given to rental and reuse of materials, a carbon assessment of participation and an emission-reduction plan across all sources.