Exhibition stand Schendel & Pawlaczyk | BRACE Group | EuroShop 2026
Schendel & Pawlaczyk | BRACE Group | Dusseldorf | EuroShop 2026 | 78 sqm
The idea behind it was ancient and immediate at once: a campfire. Not as decoration, not as a mood board reference but as a genuine conviction about what a trade fair stand should do. Because every great idea starts with people coming together. And nothing has drawn people together longer, or more naturally, than fire. Around it, conversation happens differently. Guards drop. Trust builds. You stop presenting and start talking.
That's the world the BRACE Group created at EuroShop 2026. And from the moment you approached it, you felt it before you understood it.
The architecture was deliberately raw and grounded. Dark structural columns framed the space like the edge of a forest. The outer skin was rough, textured, almost brutalist and gave way to something entirely different inside: warmth, intimacy, a sense of arrival. The contrast was intentional. The outside world is loud. In here, something else was possible.
Underfoot, gravel. Around the fire, wood, stacked, raw, honest. Cajon boxes as seating, a guitar leaning casually against a bench. Polaroid photos hanging from dark curtains on thin threads, swaying slightly, like memories that hadn't quite settled yet. Nothing was over-designed. Everything was considered.
And then the wall. A full-scale LED landscape stretching across the entire back of the stand, running as a living 24-hour time-lapse. At opening, the forest woke up showing a soft morning light filtering through mist, a birdsong was audible, the lake was still and glassy. Through the day the light shifted, the sky changed and shadows moved. By early evening, the scene had deepened into dusk, the trees darkening, the atmosphere growing quieter. The stand kept time. It breathed with the fair around it. No two moments were quite the same, and no two visits felt identical which meant people came back.
At the centre of it all: the fire. An LED structure built to flicker and glow with genuine warmth, set among real stones, surrounded by the wood and the gravel and the quiet. It wasn't a feature. It was the heart of the whole thing. People gathered around it the way people have always gathered around fire. Not because anyone told them to do, but because it's simply what you do.
An interactive touch table was built into a stacked flight case and invited visitors to explore the BRACE Group's full portfolio across Exhibits, Events and Interiors. Physical pucks were placed on a digital surface - tactile, intuitive, no learning curve. The kind of interaction that starts a conversation rather than replacing one.
Close. Closer. BRACE Group.
This wasn't a slogan on a wall. It was a design principle made spatial which was woven into every decision, from the open layout that invited rather than directed, to the deliberate absence of barriers that so many stands hide behind. Every element was built to human scale, unpretentious and approachable. The whole stand said the same thing, quietly and consistently: we're not here to impress you from a distance. We're here to meet you where you are.
