True International – an anniversary exhibition stand

Tradition and innovation – can they really go hand in hand? Absolutely. And how this works is demonstrated by our exhibition stand for True International at this year’s HOST in Milan.

To mark its 80th anniversary, we created something truly special for True International: a 300 m² exhibition presence that brings together American design DNA, technological precision and strong brand values in an impressive way.

A modern exhibition stand for True Refrigeration with product displays, refrigerators, brand signs and a large "80 years" graphic. The stand consists of wooden and metal elements and is located in a spacious congress hall.

At the heart of the concept was the aim to make the premium brand tangible – clear, open and with a distinctly high-end feel. Visitors were able to discover the latest product lines live, including:

• the True Ice Series, which was presented at HOST for the first time following its successful launch in 2024, and

• the True Caliber Grill Series, which has been setting new benchmarks in the premium outdoor segment since spring 2025.

The stand design itself was open, high-quality and meticulously aligned with the brand in every detail. It invited international trade visitors to engage in conversation and ensured a strong presence amid the vibrant atmosphere of the trade fair.