H.B. Fuller’s stand at Glasstec is a good example of a unique expression of a highly managed corporate brand to promote a specific product group optimally. In this case, the play between circular elements and the brand’s green and blue represented environmental friendliness and product quality, respectively. Product applications, namely different window and glass applications, were built directly into the structure. Graphic media and accent lighting attracted and held attention. The second deck and adorning blue facia completed the unified presence with the space for secluded hospitality.