Better Collective

Solution

As a Danish company, Better Collective were keen to harness the design aesthetics and philosophy of Hygge. A core part of Danish culture, Hygge is built on "a form of everyday togetherness", "a pleasant and highly valued everyday experience of safety, equality, personal wholeness and a spontaneous social flow" this gave us the opportunity to really focus on who would be using the space and how best to encourage natural and spontaneous interaction. Complimenting Better collective’s striking but natural brand colours, we added design features in natural materials, using light and airy whites and neutrals to enhance the sense of relaxed collaboration. We continued the neutral design athletics into the meeting spaces, keeping them light and airy and conducive to connection and dialogue. We brought in touches of nature using planting, providing a contrast to the use of technology in the space. The stand space presented some restrictions early on, with a pillar next to the stand and railings above, we set about incorporating them into the stand design. We branded the pillar and saving on rigging costs, we used the railings to hang the areal branding. Our primary goal for this stand was balance, meeting all the practical requirements, meeting rooms, storage, hospitality space and demo space whilst ensuring that no one area dominated the other, creating flow and openness. Additionally, we sought to balance the use of technology with the Hygge aesthetic and nature inspired environment.