At the 9th National Meeting of Cargo Transport and Logistics Entrepreneurs, organized by Fedetranscarga in Cali, more than 2,200 attendees gathered at the Valle del Pacífico Event Center to discuss the future of the sector. In this setting, we conceived a stand for Scania that transformed concept into experience—a space of strong visual and conceptual impact.

The road became the starting point, understood as a symbol of continuity, progress, and the future. We translated it into scenography through a central fascia that bent and expanded toward the sides and front, creating the sensation of a road that never ends. This line structured the entire design, giving it rhythm, projection, and a narrative thread for the scenography.

At both ends, Scania trucks were integrated as the natural protagonists of this story, placed in their most authentic setting: the road. The composition aimed to reinforce both conceptually and scenographically the brand’s vision as a driver of innovation, reliability, and leadership, linking its presence with the spirit of the event, focused on modernization, technology, and efficiency.