PROVADA 2025
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 once again commissioned by the Utrecht Metropolitan Region (MRU) to design, build, and manage the booth at the PROVADA real estate fair in 2025. Following a successful edition in 2024, we have brought the existing concept back to life with subtle adjustments and refinements—an evolution of the original design, fully adapted to this year’s current trends and aesthetic.
We are proud to once again add this renovated 110-square-meter booth to our portfolio. In 2025, we will be creating no fewer than six booths at the real estate fair—each one unique, but all in line with our philosophy: Anything but Standard.
MRU was looking for a partner who would contribute ideas, collaborate, and proactively advise on every aspect of their trade show participation—from design and visual identity to branding, layout, and execution. By adding catering and hospitality services, BYLEI was able to offer a comprehensive solution: a fully managed, inspiring experience executed to perfection down to the last detail. You can read more about our comprehensive approach at www.notstandard.events.
The booth is surprising, distinctive, and inviting. It features an open, contemporary, and visually striking design that clearly highlights MRU’s identity and the central theme, “Heart of Health.” The look is fresh and innovative, with space for interaction, connection, and pride in the region.
A booth that, with just a few minor tweaks, is completely up to date again, ready for 2025, with the same impact as MRU’s own vision.
NOT\STANDARD STUDIO
The Metropool Regio Utrecht (MRU) booth at PROVADA 2025 has been designed and built with sustainability in mind. The concept, based on the successful 2024 design, has been updated for the present with minor adjustments and refinements. The booth covers an area of 110 m² and is constructed from reusable and bio-based materials, with wood playing a central role. This makes not only MRU’s innovative vision but also its responsible vision tangibly visible.
In addition to the design and construction, BYLEI | NOT\STANDARD will handle all aspects of booth styling, technical setup, hospitality, and catering during the trade show. The styling has been carefully curated with exclusive, mouth-blown vases from the Antwerp-based brand Gommaire and seating furniture from the Eindhoven-based design studio Bogaerts Label—a subtle nod to local design and a tribute to quality and craftsmanship.
A booth that embodies sustainability, design, and collaboration; sophisticated, forward-thinking, and anything but ordinary.
