From an architectural point of view the stand has been conceived as an introverted black box, an exquisite screen that presents an alternative to the large, indistinctly open exhibition-spaces, arousing curiosity and a sense of discovery.

The entrances are concentrated on one side while all around a luminous line highlights the elevations and guides visitors towards the access points. Two large orange portals effectively identify the entrances; passing through a darkened area, a large open space is accessed, crowned by a cloud of light with the workspace and meeting area at the centre. On the sides the elegant geometric simplicity of the display alcoves sets off the products, making them clear to see.

On the end wall of the central space a large cut-out design lit from behind introduces the area dedicated to HD Retina LED. Here the comparison between two similar retail settings lit with two different kinds of LEDS highlights unequivocally the quality of the new HD Retina technology; alongside, a simulated museum space illustrates other fields of application for the product.