Trade fairs are noisy, crowded places with lots of visual stimulation. To offer distinction within the mutual competition of firms, the concept for the multimedia company UPC relies on extreme minimalism – both in terms of color as well as form. The simple white pylons are the primary element of the trade fair stand, making the logo visible from a great distance. Flat screens provide information about current trends and new products. Specially developed columns let guests test out Internet speeds, and finally, couches invite them to relax and converse.