Atmax · TMEX · Campen, ICFE Istanbul Carpet & Flooring Expo 2025

Three brands sharing a plot multiplies the problem that two brands create. Every additional partner adds a claim on the frontage, a claim on the meeting space and a claim on the signage hierarchy, and the usual result is a stand that looks like a compromise between three briefs.

It was resolved structurally rather than diplomatically: one construction, one lighting scheme and one material palette across the whole plot, with each company given an equal display wall and equal visibility from the aisle. Shared functions — circulation, storage, meeting space — were built once and used by all three, which is also what made three brands affordable on a plot that would otherwise have been tight for two.