Built like a booth, lived like a club
For the first time in thirty years, DASS designed a space entirely for itself, presenting in Düsseldorf a project that operates as both an architectural installation and a reflection of its approach to spatial design.
DASS, founded in Brescia in 1996 and specialising in the design and construction of branded spaces — temporary and permanent — participated as an exhibitor at EuroShop 2026 with a project built around a simple idea: a trade fair presence does not need to function only as a showcase. It can also function as a place to host.
The project carried a title that expressed this dual character: Built like a booth. Lived like a club. Two dimensions held within the same structure — one rooted in technical construction and spatial organisation, the other in encounter, conversation and shared experience.
For DASS, the premise reflects an idea developed through decades of work: that well-designed space can create the conditions for interaction between people.
The Project
DASS Club was organised around a clear spatial hierarchy. At the centre stood a metal cage structure, acting as the architectural and programmatic core of the installation. Spatial relationships were organised around this element.
Within and around the cage, the space accommodated coffee service, DJ sets, brand talks, audio content and editorial materials produced specifically for the occasion. Rather than separating these functions, the installation treated them as parts of a continuous spatial experience.
“A stand displays. A club hosts. We wanted to create a space where people would choose to stay, not because there was something to see, but because there was something to feel.”
The floor plane formed a continuous magenta surface with a tiled pattern that echoed the geometry of the central cage. This visual dialogue between ground and structure reinforced the composition of the space.
The perimeter wall used dithering, DASS’s distinctive graphic language, applied at architectural scale so that the brand’s visual identity became part of the physical environment rather than an applied graphic element.
An LED wall introduced a narrative layer in motion, with content produced specifically for the exhibition. Suspended overhead, a luminous ticker carried texts, messages and references connected to the conceptual framework of the project.
“Every element had to earn its place. The cage gave the room a centre. The magenta and the dithering wall are our language: it was important to speak it at full volume, in our own space, for once.”
The installation was conceived, designed and constructed entirely by DASS. For the first time, the roles of client and maker coincided. The same integrated process the company applies to client projects — design, technical development and production — was directed inward toward its own identity.
“When the client is yourself, there is nowhere to hide. That clarity was demanding, but also liberating. What we learned is that the way we work produces something people feel, even when they cannot name it.”
Over the course of the exhibition, the space became a place where visitors entered, stayed, and returned. Conversations extended beyond the typical rhythm of a trade fair. Talks often developed into open discussions that were not part of a fixed programme.
The DASS team remained present throughout, contributing directly to the atmosphere of exchange that shaped the installation. Across five days, DASS Club functioned less as a stand to pass through and more as a place visitors chose to inhabit.
About DASS
Founded in Brescia, Italy in 1996, DASS designs and builds branded environments, both temporary and permanent. Its projects span trade fair installations, retail environments, showrooms and architectural spaces.
The company works through an integrated process where design, technical development and production operate in continuous dialogue from concept to delivery.
DASS has worked with clients including Artemide, Ducati, Epta Refrigeration, Samsung Biologics, ITA Airways, Mitsubishi Electric, BKT Tires and Triumph Motorcycles, among others.
What Comes Next
The presentation of DASS Club marks the beginning of an ongoing initiative.
The project is intended to evolve as both a physical and digital platform for dialogue and exchange beyond a single exhibition context. Future iterations may bring the concept into other settings, continuing conversations initiated during the exhibition with architects, designers, brand strategists and collaborators interested in spatial design and material culture.
Rather than a fixed format, the Club is conceived as a framework that can develop over time — a structure supporting relationships and conversations built around shared approaches to design and space.
| Main Contact: |
| Elisa Lombardi |
| e.lombardi@dass.it |
| Role / Position |
| Marketing&Sales |
| Company |
| DASS |
| Website / URL |
| https://dass.it |
| EuroShop 2026: Hall & Booth # |
| Hall 01 D45 |