The concept behind Arla's latest exhibition stand was that it should function as two stores and the appearance and design should make the concept "two in one" clear. We therefore made sure to separate the stand with the design and colors so that it was clear that Arla offered two different store concepts and product categories on their trade fair stand. One half of the fair stand was to be filled with refrigerated cases of cheese, the quote “Let's talk cheese!” and the dark color function as a cheese shop, where the other part was to be an ice cream shop with the summery pastel green color. Both parts of the exhibition stand should encourage and entice the visitors to step closer to taste Arla's iconic cheeses and, as something completely new, their varieties of ice cream.