Stichting Bedrijfsfonds Apotheken (SBA)
An exhibition stand dedicated to 'The recipe for your future': design and implementation for SBA at the KNMP Spring Congress
For the KNMP Spring Congress 2025, Ambasco developed an activating exhibition stand for SBA. The stand was entirely dedicated to the “The Recipe for Your Future” campaign, which makes young people enthusiastic about the profession of pharmacy assistants. Ambasco provided design, production and full project supervision.
An exhibition stand that makes the future of the pharmacy visible
SBA — Stichting Bedrijfsfonds Apotheken — presented itself at the KNMP Spring Congress 2025 with a clear mission: to include pharmacists in the “Recipe for Your Future” campaign, which makes young people enthusiastic about training to become pharmacy assistants. The aim was to allow pharmacists and employees to participate in spreading the message and to let them experience the video clip made especially for the campaign. Ambasco was commissioned to create this theme can be brought to life in a spatial way in an exhibition stand that seamlessly connects to the campaign, both in terms of content and visually.
The challenge: designing a striking, activating stand that directly addresses the target group and contributes to SBA's recognition as a reliable partner for professional growth.
From campaign to experience on the show floor
The challenge for Ambasco was clear: develop an eye-catching, activating exhibition stand that makes the campaign message tangible and underlines SBA's recognition as a reliable and progressive party.
We translated the colorful and energetic style of the campaign into a spatial design with big visuals, clear calls to actions and a prominent spot for the video clip. There were several headphones at the stand so that visitors could experience the video clip with sound. The stand offered visitors a direct introduction to the campaign and acted as an inviting space for dialogue and engagement.
Interaction and activation in one design
The stand focused on the campaign video, which can be viewed on a large screen with headphones for an optimal experience. In addition, the stand contained flyers, social media information and materials that pharmacists could immediately take with them to use in their pharmacies themselves. Everything was aimed at involving the network of pharmacists in spreading the campaign among young people.
Due to the combination of clear branding, recognisable campaign style and active elements, the stand was well attended and appreciated.
The result: visibility, engagement and recognition
The stand attracted many visitors who immediately found recognition in the campaign style. Pharmacists felt called upon and inspired to help promote the profession. SBA got a platform that not only enhanced the campaign, but also presented its own brand in a professional and accessible way.
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