PROVADA 2024
STATUS MRU - UTRECHT METROPOLITAN REGION
BOOTH DESIGN | CONCEPT DEVELOPMENT | HOSPITALITY | BOOTH STYLING | EXPO
SERVICES
exhibition design | tendering | creative concept | communications | styling | catering | hospitality | production and coordination | full service
PURPOSE
NOT\STANDARD BYLEI was selected through a competitive bidding process in 2024 to design, build, and manage the booth for the Utrecht Metropolitan Region (MRU). We are proud to add this unique 110-square-meter booth to our portfolio. In 2024, we will be building no fewer than five booths at the real estate fair.
MRU was looking for a partner who would contribute ideas, collaborate, and provide proactive advice regarding the entire trade show experience—from material selection, visual identity, and design to handling all aspects of branding, planning, and execution. With the addition of catering and hospitality services, NOT\STANDARD can manage everything end-to-end, providing a fully managed solution.
The booth we designed is surprising, distinctive, and piques the curiosity of passersby. It features an open, original, and creative design and messaging. The objectives of MRU and the “Heart of Health” theme are prominently featured. The booth is flexible, allowing for adjustments to both its design and messaging in the coming years.
In addition, we have taken into account the use of raw materials and other materials in the design in accordance with the hierarchy of the Leiden Ladder. The design also complies with the “Program of Requirements,” as well as the guidelines and regulations set forth by the RAI/Provada.
NOT\STANDARD STUDIO
The MRU Utrecht booth at PROVADA 2024 was designed and built using sustainable methods. It covers an area of 110 square meters and is furnished with reusable materials. In addition, nearly the entire booth was constructed using bio-based materials such as wood.
In addition to designing the booth, we will also be handling all aspects of booth styling, technical setup, hospitality, and catering at the booth for MRU Utrecht during the trade show. For the styling, we are using exclusive hand-blown vases from the Belgian Antwerp-based brand Gommaire. The seating furniture was designed by the Eindhoven-based firm Bogaerts Label.
