The collaboration between Esposit and Juratoys stems from the desire to develop display solutions capable of combine functionality, brand recognition and flexibility. A journey that over the years has been consolidated thanks to the partnership with the Italian branch of Juratoys and which in 2026 led to the creation of a new 63 sqm trade fair stand on the occasion of Toys Milano, at Allianz MiCo.
For Esposit, designing a trade fair stand means transforming space into a concrete tool to tell a brand's story and showcase its products. In this project, the concept already used in previous editions has been maintained and evolved to accommodate new brands, new exhibition needs, and an even more seamless visitor experience.
An exhibition stand that evolves without losing its identity
When a concept works, there is no need to start from scratch. It is possible preserve its distinctive elements and intervene in a targeted way to adapt it to new needs. That is precisely the principle followed by Esposit for the Juratoys stand at Toys Milano 2026. The stand architecture was developed to optimise the 63 square metres available, increasing the display surface area while maintaining strong visual continuity with previous editions.
The result is a modular and flexible exhibition stand in which each element performs a precise function: presenting the products, organising the various brands and guiding the visitor through the space.
15 modular displays to organise the different collections
The heart of the exhibition is made up of 15 white MFC display stands distributed along the perimeter of the stand. Each piece of furniture consists of four shelves and originates from structures already used in previous editions, subsequently modified to adapt to Juratoys' new requirements. A particularly interesting element is the customisation of the upper part of each display stand. The different product lines are identified through lettering made with die-cut vinyl stickers including Garden, Petit Songe, Confetti, Farm and Sensory.
This solution makes it possible to quickly modify the exhibition stand communication without altering the structure. Once the event has finished, the stickers can in fact be removed, returning the piece of furniture to its neutral configuration and making it available once again for future use. This is a design choice that places at its core not only the aesthetics of the display but also the reusability of the exhibition units and their ability to adapt over time.
Matching films and millimetre-precision workmanship
To reinforce the distinction between the different collections, the furniture base and shelves have been covered with coordinated coloured adhesive films. In some modules, the same finish has also been applied to the back of the display unit, creating chromatic backdrops capable of giving greater prominence to the products. The manufacturing of the shelves required particular attention to precision. The process involved preparing the raw shelf, applying the technical film and calculating the overlap needed to perfectly cover the front edge.
A seemingly simple detail that, in reality, requires careful preliminary design to achieve a uniform and precise finish.
From bespoke furniture to interlocking display stands
Alongside the modular displays, the Juratoys stand incorporates several solutions designed and manufactured by Esposit. On the left-hand side of the space, three wooden shelves have been added, dedicated to showcasing one of the group's brands. The same area also houses the Tendresse dolls' house and the’puzzle stand, two structures developed specifically to showcase their respective collections. The layout also includes some products from the Esposit collection. For the area dedicated to B2B meetings, the Tango table was chosen, accompanied by matching chairs: an interlocking solution with a contemporary design intended to create a welcoming and functional space for meetings with clients and partners. In the centre of the stand, meanwhile, are two tables Play Lilliputiens-branded, designed to encourage direct testing and interaction with the products. Completing the central area are two sets of three round tables, featuring different diameters and heights. Previously manufactured by Esposit, the tables introduce a dynamic composition of volumes and allow for the flexible organisation of the products and new items presented during the event.
Stand graphics: precision from design to assembly
In a trade fair stand design, graphics play a fundamental role in building brand recognition. For Juratoys, the graphic files were provided directly by the French parent company and subsequently handled by the Esposit technical department. The team checked the layouts, defined the correct dimensions and developed the production-ready files, also calculating the necessary bleeds to ensure precise application during assembly. The graphics were then produced on graphic panels applied to the vertical walls of the stand, achieving uniform surfaces and a clean visual finish.
The same solution was used for the central totem, turning the honeycomb panels supplied by the exhibition organiser into a genuine architectural and display element. Three wooden shelves were fitted inside the totem, while a special structure designed and manufactured by Esposit was integrated on the outside: a double display wheel.
A double display wheel designed to engage the public
The twin wheel represents one of the most distinctive elements of the display layout and aptly sums up Esposit's approach to design: start from an exhibition need and transform it into a functional, recognisable and interactive element. The first wheel, made of wood, has a diameter of 105 cm and features four attachment points for backpacks. The rotation system has been designed to keep the backpacks always in an upright position even during movement. Each attachment point consists of a base fixed to the structure and swivel plates mounted on bearings that allow for a independent rotation with respect to the wheel. Two wooden pegs allow the structure to be operated manually with a simple and intuitive movement.
Next to the wooden wheel has been placed a second transparent plexiglas wheel, with a diameter of 90 cm. The two structures were arranged almost on the same vertical axis to create a dynamic visual effect: by rotating the two elements, the backpacks hanging from the wooden wheel can visually intersect with the pencil cases positioned on the plexiglass wheel, generating ever-changing combinations. The second wheel is also equipped with two wooden knobs for rotation, while the spacer that supports it was produced using 3D printing.
The entire system was fixed to a structural band screwed directly onto the hollow-core wall. The structure had been prepared with the necessary holes to allow the correct positioning and alignment of the two wheels.
A trade fair stand designed to be reused
The project created for Juratoys demonstrates how an exhibition stand can be designed not as a temporary structure that is an end in itself, but as a system capable of evolving over time. Modular displays, easily replaceable graphics, elements already used in previous editions and structures designed to be reconfigured allow for a flexible layout to be built, capable of adapting to new collections and different communication needs.
For Esposit, designing an exhibition stand means precisely this: creating a space in which design, functionality and production capacity work together to enhance the product and make the brand experience immediately recognisable.
