Porland
World of Coffee Brussels 2025
About the Project
The 2025 edition of World of Coffee — the SCA's leading European appointment — took place at Brussels Expo. Porland's stand pitched the porcelain range to Benelux specialty roasteries with a workflow-first demonstration setup.
What this build had to solve
The fair
World of Coffee is a specialty coffee trade fair run by the Specialty Coffee Association. The audience is roasters, cafe groups and equipment people — a technical crowd that judges a cup before it judges a brand.
The venue
Brussels draws a wider institutional and pan-European audience than the Nordic edition, so the stand had to work for a mixed crowd: specialists who want technical detail and distributors who want a catalogue.
The sector
Serving two audiences at once is the real constraint. The stand had to let a technical conversation happen without blocking a distributor who only needs five minutes and a price list.
The build
Two zones with separate entry points rather than one open floor, so the fast visit and the long visit do not compete for the same space.
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