HORECAVA 2025
VERSTEGEN PROFESSIONAL
EXHIBIT DESIGN | CONCEPT DEVELOPMENT
SERVICES
exhibition design | creative concept | communication | styling | catering | hospitality | production and direction | full service
PURPOSE
VERSTEGEN PROFESSIONAL asked NOT\STANDARD STUDIO to design a booth so they could showcase their rebrand.
The Verstegen Professional line has a new design, and we shared this with visitors and our own customers in a very special way. It was a sort of “secret stage” where visitors could experience something NEW and hear stories about VERSTEGEN. They got to enjoy craftsmanship, passion, and authenticity.
The concept for our booth at HORECAVA 2024 is THE SECRET SPICE LAB!
NOT\STANDARD STUDIO
NOT\STANDARD STUDIO not only designed the booth but also developed the concept behind it: A HIDDEN INNOVATION EXPERIENCE. A speakeasy-style, hidden experience located on top of and within the booth, created specifically to offer a unique Verstegen experience. Only the most curious and adventurous visitors are invited.
Here, you’ll discover Verstegen’s flavor secrets, hidden behind a facade of traditional spice jars and market stalls. On the outside, the timeless charm of the spices’ delicious flavors and aromas. On the inside, a SPICY LAB—a stage for innovation.
