An architecture designed to tell the future: A2A at Slush

A technological landmark at Europe’s number one tech fair

The A2A Life Ventures booth was created for Slush, Europe’s most important event dedicated to innovation, startups, and tech investments.

Placed in a prime location, directly in front of the main stage, the space was designed to be instantly recognizable and to serve as a true landmark within the fair.

A Concept that Evolves the Brand’s Visual Language

The design concept stems from the desire to highlight the chromatic and narrative identity of A2A Life Ventures, pushing it toward a more fluid, dynamic, and immersive direction.
Movement, technology, and sustainability blend into a three-dimensional experience that translates the venture’s values and communicates effectively both up close and from a distance.


The entire stand is conceived as a space in motion — an organism that guides visitors through a path made of light, shapes, and content.

The Parametric Wave: An Architecture That Speaks

The heart of the project is a large blue parametric wave, a continuous element that runs across the entire stand from left to right.


The variation of the surfaces creates a spatial narrative that guides the visitor, while the contrast between the saturated blue and the exposed beige edges of the cardboard intentionally left visible conveys the dual nature of the stand: technological and sustainable, light yet solid, material yet digital.

Above, a hanging installation in fire-resistant paper envelops the suspended logo, imparting a sense of verticality and providing a protective canopy over the space below.

A magnet for the audience

During the two-day event, the parametric shapes and the unconventional use of cardboard attracted visitors, journalists, investors, and international speakers. Many paused in amazement upon discovering that the entire architecture was made almost entirely of paper.

The Holobox, strategically positioned on the left side, created additional moments of wonder, becoming one of the most photographed and shared features of the stand.

A concrete example of sustainability applied to innovation

The space was received with great enthusiasm by both the A2A team and the visitors at Slush.
The clearest confirmation?
This is the second consecutive year the project has been reused, expanded, and enhanced without generating waste, allowing the client to achieve a larger and more impactful stand with a lower budget compared to the first edition.


A real example of how circular design can be high-performing, iconic, and seamlessly integrated into the world of innovation.