The world of MM Company is made up of brands that we consider as people: each with its own conceptual and visual identity, character, communication style, and home.
Following this analogy, a stand serves as a brand’s actual residence, and as such, it must reflect the brand’s personality, identity, and market positioning. It should be the perfect venue to welcome, in grand style, one’s friends (the target audience).
The stand, therefore, becomes a true narrative manifesto.
In the era of hyperconnectivity and information overload, every storytelling opportunity is invaluable. Physical spaces, particularly trade show stands, represent a crucial opportunity for brands: the chance to visually express their identity and strengthen connections with their target audience within an experiential environment. When thoughtfully designed with clear intent, space transforms from mere container into content, language, and story.
At MM Company, we approach stand design as an exercise in storytelling: a three-dimensional manifesto of brand values. It’s an opportunity to craft an immersive experience where visitors are unconsciously guided through a coherent and memorable journey. Colors, materials, lighting, pathways, styling: every element contributes to creating a precise atmosphere established during the preliminary design phase.
For MM Company, spatial design is never merely decorative, but always strategic. Every project begins with a fundamental question: How do we want people to feel when they enter and look around: cocooned in softness or inspired as in an art gallery? And when conducting business: in a boardroom or at a bar? We work to translate brand DNA into cohesive visual storytelling, understanding that even the smallest detail contributes to meaning-making.
Our approach is curatorial. Stand curation resembles the work of a creative director orchestrating a film set: we operate fluidly across branding, design, and marketing, constructing narratives that extend beyond physical space to dialogue with the entire brand ecosystem – before, during, and after the trade show. We also integrate digital dimensions to create truly Phygital experiences.
The Race of Shapes – The Daytona Case Study
An exemplary demonstration of this approach is the stand we curated for
Daytona at Salone del Mobile 2025. Our concept, “The Race of Shapes,” draws inspiration from the racing world – integral to the brand’s DNA – and reinterprets it through a conceptual, contemporary lens.
We conceived the space as an imaginary racetrack, where each form represents a milestone in an aesthetic and design journey. Dynamic volumes, materials, reflections, and perspectives all work together to convey the kinetic energy of movement, evolution, and challenge.
Through “The Race of Shapes,” the stand became an opportunity to reinforce Daytona’s positioning as a premium brand capable of harmonizing heritage, vision, and performance. This visual narrative successfully engaged visitors and amplified across digital channels, extending the experience far beyond the physical boundaries of the trade show.
