Sofrigam booth 123.75sqm - Solutrans Trade Show
Sofrigam caters to urban temperature-controlled logistics operators: delivery services, electric fleets, and last-mile refrigerated transport providers. At Solutrans, the premier road transport trade show, the brand aimed to assert its leadership position and launch its new product and service innovations with a setup that was anything but a conventional booth. The future of cold chain logistics is spelled with a K. And it shows.
AUKARÉ
expertise
The challenge entrusted to AUKARÉ: showcase four physical product lines, including a full-scale truck, within an open 123m² space without making the booth look like a parking lot. The goal was twofold: give each product its own clear display area while simultaneously deploying bold signage that communicates the full breadth of Sofrigam’s offering—products and services alike—to cement its status as a market pioneer.
This type of challenge—displaying bulky products without sacrificing clarity—is at the heart of our custom booth approach: only a fully bespoke design allows for the integration of a real vehicle into a coherent traffic flow.
What the team has created
AUKARÉ structured the booth into open display zones, avoiding closed partitions to maintain overall visibility despite the presence of a truck and three imposing product modules. The signage was designed across three distinct mediums: high-mounted 5mm PVC signs with sticker printing, wall coverings using standard stickers, and reinforced floor printing, in addition to the vehicle branding itself. A chronological floor design traces the major milestones of the Sofrigam group from its founding to its latest expansions in Germany and India, positioning the brand as a benchmark player with a story to tell, not just products to sell. A semi-enclosed meeting room was set up at the back of the booth for in-depth business discussions, hidden from the aisle without encroaching on the display space.
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Architecture & materials
The booth is built on a custom structure designed to meet a rare constraint: integrating vehicles and products into the traffic flow without obstructing the overall view. The frame is made of melamine, light enough to let the space breathe around the products. The signage was adjusted on-site during assembly to perfectly match the actual dimensions of the elements—a precision task that prevents discrepancies between the planned visuals and the final on-site result.
Colors & identity
A gradient from the Sofrigam brand guidelines dominates the space, appearing in bold, solid colors on the signs and wall coverings. The slogan "Pioneer of urban cold chain" is displayed in large format on several surfaces, anchoring the brand in a clear position within the hall. The reinforced floor signage extends the Sofrigam identity right to the base of the truck, turning the floor itself into a communication tool.
Technical features
The group’s chronological wall is the central editorial feature of the booth. It traces Sofrigam’s milestones in a graphic format that is legible from the aisle and serves as a natural starting point for sales teams welcoming visitors who are new to the brand.
Visitor experience & journey
Remote attraction: the high-mounted gradient sign in 5mm PVC, along with the products and the truck visible from the cross-aisles, signal Sofrigam before the visitor even reaches the main aisle. In a transport hall where everyone is handing out brochures, a full-scale truck remains the best visibility tool available.
Invitation to enter: the open space, free of barricade-style counters, and the variety of products on display invite visitors to enter at their own pace and compare the ranges independently.
Engagement and conversion: the meeting room at the back allows for a quick transition from a standing conversation in the aisle to a seated, qualified discussion without having to leave the booth.
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