Future, technology and innovation describe the concept of Midland’s stand for the Eicma 2023 trade fair, designed and built by Monkeydu. Eicma is the most important international trade fair dedicated to the world of two wheels and Midland participates as a manufacturer of technologically innovative products for communication between people, in particular motorbike intercoms, walkie talkies and cb radios. The company approached Monkeydu with the aim of creating an immersive stand that would make people experience this journey into the future, accompanied by Midland products. Central to the stand concept is one of the most famous motorbikes of the 1980s, Kevin Flynn‘s Light Cycle, star of the film Tron.
Based on this idea, Monkeydu’s in-house design team came up with a dynamic stand design that recalls the elements that characterise the film tradition’s vision of the future. Neon-lit cities, LED screens and state-of-the-art technology are symbolised by the floor and the black mirrored wall on which the dynamic LED lights are reflected, creating a vortex of light that envelops the motorbike and ideally the rider. Midland products are displayed in transparent boxes with white light, reminiscent of the technological equipment of space pilots. The same cone of concentric lights that stands in the centre of the exhibition recalls sound waves, the basis of all Midland communication products. Monkeydu has drawn on its 20 years’ experience in designing and fitting out the stand, for contract spaces, for permanent projects such as shops, showrooms and corporate spaces, and in the exhibition sector, for temporary structures such as trade fair stands, shop windows, and set-ups for events and exhibitions. Thanks to this knowhow, combined with creativity and flexibility, Monkeydu designs and realises functional, customised spaces for companies and architecture studios, with attention to the smallest details, offering itself as a single interlocutor from design to production, assembly and logistics, always seeking the optimisation of the resources employed and maximum customer satisfaction.
