A conceptually striking yet functional stand can make or break a brand’s presence at a design fair. In a conversation with Architonic Editor-in-Chief Simon Keane-Cowell, top-flight architects and booth designers Fabio Calvi and Paolo Brambilla discussed both the importance of virality – ‘Instagrammable booths are very important at the moment’ – and architectural wayfinding – ‘If you have a good building design, signage is not needed.’

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