Glaces des Alpes 72sqm booth - Sirha Trade Show
Glaces des Alpes caters to professionals in the restaurant and hospitality industries looking for premium artisanal ice cream. At Sirha, the world's leading trade show for food service, the brand returns to the same spot every two years with one constant requirement: let people taste before you let them talk.
AUKARÉ
expertise
The challenge given to AUKARÉ: make the stand last. Glaces des Alpes returns to Sirha every two years, and the entire setup must be reusable from one edition to the next. Across 72m², two points needed improvement from the previous edition: installing a genuine cozy area at the back of the stand to extend conversations, and slightly enclosing the space to streamline tastings by drawing visitors toward the central arch where the sales team takes over.
As with Truckonline, this requirement for reusability is based on a multi-show strategy conceived from the very design of the furniture and the high-level signage.
What the team has created
AUKARÉ organized the stand around a central arch made of orange-painted wooden slats, which encloses the space just enough to channel the flow of tastings without blocking circulation. A screen embedded in the arch displays brand content while the sales team engages in conversation. Five freezer display cases at the front, clad in wood and labeled "180 flavors," showcase the range right at the entrance. At the back of the stand, a fabric graphic with sewn-in silicone edges, in deep red and violet, presents the ice cream through macro food photography and frames a cozy corner with a round table and white chairs, designed for sales conversations to continue while seated rather than standing in the aisle. A storage area equipped with a service hatch allows tastings to be served without disrupting the stand's facade.
5
72
sqm
180
1
Architecture & Materials
Orange-painted plywood structures the bulk of the volume: the high-level signage, the central slatted arch, and the display case cladding. The furniture is made of melamine, chosen for its durability and ability to be reused from one edition to the next. The back of the stand uses a fabric graphic with sewn-in silicone edges rather than a solid wall, a solution that is lighter to store and reassemble every two years. The storage area, while enclosed, is equipped with a service hatch, allowing service to continue without ever being visible from the front.
Colors & Identity
Orange dominates, taken directly from the Glaces des Alpes identity and its mountain logo, applied as a solid color on the arch and high-level signage. The white of the panels and furniture neutralizes the overall look and highlights the merchandise. The fabric graphic introduces the only two chromatic breaks in the stand—a deep red and a dark violet—treated as full-frame food photography rather than brand decor. This direct visual representation of the product does the work that the sales pitch doesn't need to do.
Technical Features
The screen embedded in the central arch plays brand content continuously without interrupting the flow of traffic. The high-level signage, painted and backlit rather than printed, is designed to be reused and repainted from one edition to the next without starting from scratch. The storage area with a service hatch streamlines the tasting service without requiring a salesperson to leave the floor to fetch tubs.
Visitor Experience & Journey
The journey was designed in three stages:
1. Long-distance attraction: the orange high-level signage and the mountain logo are visible from the Sirha aisles, in a hall where the ice cream sector mostly relies on white and pastel tones.
2. Invitation to enter: the five freezer display cases at the front, open without barriers and with the "180 flavors" label clearly visible, act as a hook even before a salesperson intervenes.
3. Engagement and conversion: the central arch narrows the space just enough to guide visitors toward the tasting area, which extends naturally into the cozy corner at the back, where there is finally the time and space to take the sales conversation further.
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