{"id":25788,"date":"2026-06-29T07:45:30","date_gmt":"2026-06-29T07:45:30","guid":{"rendered":"https:\/\/cartonlab.com\/en\/?post_type=proyecto&p=25788"},"modified":"2026-06-29T07:53:45","modified_gmt":"2026-06-29T07:53:45","slug":"booth-at-food-beveragesea","status":"publish","type":"proyecto","link":"https:\/\/cartonlab.com\/en\/project\/booth-at-food-beveragesea\/","title":{"rendered":"Booth at Food & Beverage@Sea"},"content":{"rendered":"
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Design with a nautical soul and a hospitality spirit<\/h3>\n\n\n\n

Heineken <\/strong>asked us to create a unique space for its activation at the F&B@Sea trade show in Miami<\/strong>. We designed a cardboard boat stand<\/strong> that works as a meeting point, tasting bar and immersive brand experience<\/strong>.

From the bow with backlit shelving<\/strong> to the star-shaped tables, every detail was designed to attract, invite and surprise. A bespoke project, with a premium finish and sustainable materials<\/strong>, created to make an impact in the competitive world of onboard events.<\/p>\n\n<\/div>\n\n

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A bar that sails with its own identity<\/h3>\n\n\n\n

The centrepiece of the stand is a cardboard bar with a finish inspired by boat interiors<\/strong>. We designed several versions before arriving at the race track format, aligned with Heineken\u2019s brand image.

The interlocking slat structure creates an enveloping silhouette, enhanced with LED lighting and a green finish edged in white. The interior was equipped like a real bar<\/strong>, with hospitality furniture and functional access. The whole design revolves around creating a premium floating bar experience: functional, distinctive and surprising.<\/strong><\/p>\n\n<\/div>\n<\/div><\/div>\n\n\n

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Spaces to talk, toast and share<\/h3>\n\n\n\n

We created two distinct areas<\/strong> for attendees to enjoy the Heineken experience. The first is open and designed for socialising<\/strong>, with benches and stools inspired by the brand\u2019s red star. The second is more intimate<\/strong>, recreating the interior of a boat with integrated benches, star-shaped tables and small porthole windows decorated with custom graphics<\/strong>. In some of them, we installed screens showing brand visuals<\/strong>. Both areas invite people to connect and reinforce the brand identity in every detail.<\/p>\n\n<\/div>\n\n

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From photo backdrop to interactive shelving<\/h3>\n\n\n\n

The photocall <\/strong>sits at the bow of the stand and is made from interlocking, backlit cardboard slats.
It incorporates shelving for beer bottles<\/strong>, creating an attractive visual backdrop for photos and social media content.

This multifunctional structure<\/strong> is completed with Japanese-style graphic fans, designed as a keepsake for visitors. The whole installation acts as a memorable brand showcase<\/strong>. Lightweight, sustainable and original. A perfect point of connection between design, storytelling and corporate gifting.
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