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We compose habitats,
places made of living matter and pulsating ideas
for trade shows, events, exhibits and retail.
A continuous evolution, without waste
For the third consecutive year, ICE Pharma entrusted Materieunite with the creation of its space at CPHI, continuing a design journey based on modularity and intelligent reuse.
The 2025 edition marks a new step in its evolution: the stand expands to 176 m² while maintaining the same philosophy that has defined it from the beginning — creating an installation capable of transforming, expanding, and updating without generating waste or requiring a complete rebuild.
In this edition, the stand introduces a significant new feature: a fully redesigned relaxation area that incorporates the new cardboard seating line with wooden side profiles, designed to offer comfort, durability, and sustainability in a single solution.
Coherent aesthetics and a recognizable color palette
The visual component draws on ICE Pharma’s distinctive palette, dominated by blues and light blues that recur across all graphic surfaces.
The modular structure, intentionally legible, becomes an identifying feature: panels, furnishings, and volumes are reassembled each year in new configurations
The new lounge area adds an extra layer of comfort, inviting visitors to linger and creating a warmer, more welcoming space within the stand.
Interaction and visitor engagement
In addition to the operational areas — bar, meeting point, and lounge — a small selfie corner with a mirror was introduced, designed to encourage sharing, organic visibility, and active participation.
A simple yet strategic detail that enhanced interaction with the stand and enriched the visitor experience.
An award-winning project for consistency and sustainability
The audience appreciated the continuity and solidity of the modular system, recognizing how the structure, although reused, is renewed, expanded, and updated in its content each year.
The new lounge area, in particular, received extremely positive feedback for its comfort, design, and seamless integration with the rest of the stand.
Intelligent reuse as an added value
The structure presented in Frankfurt is based on the previous versions from Barcelona and Milan: the furniture, walls, and main volumes were fully reused, while the graphics were reprinted only where necessary.
The 2025 edition represents the most significant expansion of the journey, confirming the value of the modular system as a sustainable, strategic, and scalable investment.
