A group consisting of a dozen companies has a problem that single brands do not experience: how to exist collectively without erasing each of its subsidiaries. The answer lies here in a single object suspended above the stand. A large white crown, highlighted by an apple-green band, rotates above the space and bears both the group's logo and the signatures of all its brands — Sofruce, Philafrance, Topfruits, So Exotic, Saint Charles Primeurs. Seen from the aisles, it is a single banner; seen up close, it is a complete portfolio. The message is read before the first handshake.

On the ground, the stand is a light wood platform arranged as an island, clearly detached from the hall's carpet, and bordered by two partitions that play on contrast: the bright orange of the brand on one side, and on the other, a large plant fresco — strawberry, flower, tomatoes on the vine — which recalls that we are talking about fresh products and not catalog references. In between, an institutional panel presents the group and its subsidiaries for visitors discovering the name Hoceg Anima who want to know who is behind it.

The rest of the space is entirely dedicated to business. Round bar tables, high stools, a service counter, an information screen, hanging ivy, and planters: the main part of the stand is a place where people sit down, order a coffee, and discuss volumes and schedules. A midnight-blue alcove, enclosed by a screen and furnished with a bench, offers the opposite tone — a secluded lounge for discussions that cannot be held standing up in the middle of the aisle. And at the counter, a chef in a toque handles the tasting: at a fruit and vegetable exhibition, it is still the product that clinches the deal.

Design, workshop manufacturing, transport to Madrid, assembly and dismantling at the IFEMA exhibition center: a single contact person across the entire chain, both in France and internationally, as is the case for all of our Art de vivre stands. Preparing for an exhibition? Contact us