Case Study: Straumann Group at ADX 2023


Straumann Group is a leading global provider of dental implant solutions and oral tissue regeneration products. With a rich history spanning several decades, the company is renowned for its commitment to innovation, quality, and customer satisfaction. Straumann Group encompasses various brands, each specializing in different aspects of dental care, including implantology, orthodontics, digital dentistry, and oral tissue regeneration.


ADX is one of the largest dental exhibitions in the world, attracting dental professionals, industry experts, and exhibitors from around the globe. ADX 2023 was hosted at Melbourne Convention and Exhibition Centre from March 31 to April 1. It provides a platform for companies to showcase their latest products, innovations, and technologies in the field of dentistry. ADX 2023 promised to be a significant event for Straumann Group, offering an opportunity to present their diverse range of brands and products to a wide audience.


Straumann Group approached the event with a desire to establish a new and distinctive brand image, setting themselves apart from their previous exhibition appearances. They sought a unique and different design that would capture attention and create a memorable experience for visitors. The key objective was to create a bold, open, and flowing design that could accommodate multiple meeting spaces, product demonstrations, and individual brand showcases while maintaining a cohesive and uniform appearance across all sections. ADX was an opportunity for a range of Straumann brands to represent themselves under a unified banner, with each brand having their own space to represent themselves.


To meet Straumann Group’s requirements, the Expo Centric exhibition team embarked on designing and constructing a custom stand that would embody their new brand identity. The stand featured a large modular curved structure, which provided an open and free-flowing space for visitors. The team strategically placed meeting areas, demo spaces, and product displays throughout the stand to ensure optimal traffic flow and engagement.

One of the standout features of the stand was the custom-made illuminated product shelving. Each brand within the Straumann Group had its own designated area, and the shelving units were specially designed with rear illuminated colors that matched the products and brands they represented. This unique touch not only enhanced the visual appeal of the stand but also showcased the individuality of each brand.


The primary challenge faced by the exhibition team was to transform Straumann Group’s exhibition presence into something completely fresh and distinct from their previous appearances. It required meticulous planning and design innovation to achieve a cohesive yet unique look that effectively showcased the various brands while maintaining a uniform and harmonious atmosphere.


The Straumann Group stand at ADX 2023 boasted several notable features, including:

  • Custom-made illuminated product shelving: The shelving units, specifically designed for each brand, were rear-illuminated with colors matching their respective products. This eye-catching feature added vibrancy and drew attention to the showcased products
  • Large modular curved structure: The stand design incorporated a large modular curved structure that facilitated an open and free-flowing space. This allowed visitors to navigate the stand comfortably and discover different brand areas without any obstacles.
  • Open free-flowing space: The stand layout provided ample open space, promoting a welcoming and inclusive environment. This design choice encouraged visitors to explore and engage with the products and services offered by Straumann Group.
  • Large format graphics: The stand was adorned with large format graphics that showcased the key messages, branding, and product highlights. These visually impactful displays helped attract attention and communicate essential information.


The Straumann Group’s presence at ADX 2023 was a resounding success. The new and unique stand design garnered widespread attention, making it stand out from the rest of the exhibition. Visitors and fellow exhibitors alike praised the stand’s innovative approach, its open and inviting layout, and the illuminated product shelving displays that highlighted the individual brands.

Straumann Group expressed great satisfaction with the outcome of the event, commending the exhibition team for their creativity, attention to detail, and ability to bring their vision to life. The positive feedback received from attendees and the increased interest generated by the stand affirmed Straumann Group’s decision to reimagine their exhibition presence. As a result, they eagerly anticipated future collaborations and the opportunity to continue pushing boundaries in their industry.

In conclusion, Straumann Group’s participation in ADX 2023 demonstrated the power of a well-executed, unique, and cohesive stand design in creating a lasting impact at a major industry event. By embracing a fresh brand image, open space, and custom features that showcased their brands effectively, Straumann Group successfully established a strong presence and left a memorable impression on attendees.

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