Bupa dental care - futures lounge
The Challenge
Design an unexpected, fresh and welcoming trade stand for Bupa Dental Care UK at The Dentistry Show.
The brief demanded a space that would stand out in a crowded exhibition hall while authentically representing Bupa's commitment to accessible, human-centered healthcare.
The traditional dental industry trade show aesthetic often feels clinical, intimidating, and disconnected from the patient experience. Our challenge was to create an environment that would feel approachable and engaging, encouraging genuine conversations about oral health while maintaining the professional credibility that healthcare professionals expect.
We approached this project with modularity and circularity at the forefront, working closely with Inkling Culture to develop a design strategy that would minimise environmental impact while maximising visual and experiential impact.
Design Philosophy
The resulting stand embodies a warm, residential aesthetic that immediately distinguishes it from sterile medical environments. Natural wood elements, comfortable seating areas, and thoughtful lighting create an atmosphere more reminiscent of a modern co-working space than a traditional healthcare booth. This design language communicates Bupa's vision of making dental care feel less intimidating and more integrated into everyday wellness routines.
The modular framework allows for flexible configurations while the carefully curated coluor palette—featuring Bupa's signature blues alongside warm, natural tones—creates visual cohesion without overwhelming the senses. Every element serves multiple purposes, from the structural components that double as display surfaces to the furniture that provides both comfort and conversation-starting opportunities.
Sustainability Approach
Long-term design: Built for reuse & modularity
Modular construction: Designed for easy disassembly and reuse
Timber construction (excluding essential brackets, fixings, and finishes)
Direct-to-media printing to reduce material waste
Low VOC finishes for improved environmental impact
High material efficiency in manufacturing processes
