For the 2025 Payments Expo, 23Bassi designed the Nexi booth layout, taking as its starting point a distinctive feature of the exhibition space: there was no single vantage point.
The booth had to be immediately recognizable when approaching from the exhibition hall corridors, serve its purpose during meetings with clients and partners, and, at the same time, be visible from above, from the entrance to the pavilion, which is located at a higher elevation.
.01
.02
.03
The goal was to create a strong presence without building an enclosed space.
The large blue crown makes Nexi easily recognizable from a distance, while the ground floor remains almost entirely open to the fairgrounds’ walkways.
Visitors can immediately see the central table, the products, the people, and the activities taking place.
The architecture thus creates two seemingly opposing conditions: high visibility from a distance and maximum permeability up close.
The Nexi color forms the floor of the booth; the central table echoes its shape and design language, while the upper portion is dedicated to lighting, digital content, and large logos.
The Nexi booth at the 2025 Payments Expo was designed with the concept that an exhibition booth is not merely a space, but a true brand communication tool.
The committee organizes the presentations and showcases the services.
LED walls showcase content and innovation.
The suspended structure makes the space visible within the pavilion.
The roof conveys a completely different message.
Each surface thus serves a specific function and contributes to the same concept: creating a Nexi space that is immediately recognizable, easy to navigate, and capable of constantly evolving through its content.
A booth designed to be seen up close, from a distance, and even from above.
The most recognizable feature of the exhibit design is the large suspended ring of transparent LED walls that defines the upper perimeter of the booth.
A very strong technological presence that, however, does not become a closed-off wall.
The transparency of the LEDs allows visitors to maintain a visual connection with the pavilion, while the content is primarily directed toward the interior of the booth. Visitors entering the Nexi space are thus enveloped by a continuous flow of images, information, and digital communication.
Technology does not create a barrier to the trade show; rather, it becomes part of the in-person experience.
A large suspended digital display guides visitors and makes it possible to continuously update the narrative of the booth throughout the event.
In the center of the space, we designed a large spiral table, which serves as the stand’s true functional centerpiece.
Its design naturally guides people through the space and allows the various ways of interacting with Nexi to be brought together in a single element.
The table features workstations dedicated to customer service and client relations and includes a specific area for showcasing POS systems and sales solutions.
Not a series of separate desks, then, but a single, continuous element capable of organizing different functions while maintaining a clear sense of the space.
The curved shape eliminates the concept of a front and a back: the booth can be used and accessed from multiple directions, making the center the most functional element of the exhibit.
At a trade show, brand recognition doesn’t depend solely on what happens inside the booth.
That is why the large suspended structure also becomes the main element of brand visibility.
The Nexi logos placed on the sides corresponding to the entrances make it possible to immediately recognize the space from the various hallways in the pavilion.
But the project also explores a less conventional perspective.
Upon entering the exhibition area, visitors can view the pavilion from above. The roof of the booth thus becomes a true fifth facade: the large Nexi logo is also placed on the upper surface to make the brand recognizable even before visitors physically reach the exhibition space.
An element that is normally technical and invisible is transformed into a communication surface.
