Conceived as a POP-UP stand, the trade show presentation of the décor- printer Interprint is an element-based assembly-set consisting of 12 decor cabinets, a counter, a curtain, illuminated writing and concrete-marker cones (plus helium balloons). Placed directly on the trade show floor, the setting is deliberately different than the established industry stands and sets itself apart as an industry-outsider. In modified standard shelves (cabinets), black and white graphics which create optical illusions constantly rotate with the aid of shutter motors. To make these the focus, the material of the stand (steel, concrete, grey cement fibre boards) has a very restrained appearance. Branded concrete-weights help to keep the elements in place. Enclosed vertical lamps highlight the graphics in an otherwise reduced lighting concept. Only the shimmering blue Interprint logo contrasts with the formal unobtrusiveness of the elements. The visitor is addressed by staff on three sides thanks to the open structure of the stand. Templates and mobile phones with which the rotating graphics can be experienced interactively serve as a communication bridge. The counter contains recessed monitors with the video explanation “Digital Printing” to introduce visitors who are not familiar with the sector to décor printing. The POP-UP set can be re-used and scaled to fit any location.