sfd, a retail and interior design studio, exhibits in Euroshop (the largest retail showcase in Europe) every year. For their 2016 exhibition, the aim was to create an impact in a sea of exhibition stands and to demonstrate the level of design excellence they offer through a cohesive and beautifully executed stand.

The stand housed the three brands within it; sfd, OH studio and Nude. All three needed to seamlessly coexist, as well as communicate the values of the umbrella brand, sfd. Emphasis was placed on clean, crisp typographic simplicity - every element of the design was intentional and well-considered. Graphic application spanned large environmental graphics wrapping the polycarbonate stand, to bespoke packaging design and print materials. Ultimately minimalism was favoured over excess and only information that served a purpose was included.