A custom design isn’t simply the result of choosing materials, shapes, and colors. It stems from the ability to
translate a need into a concrete solution, find the technically sound way to implement it, and—when necessary—modify it as the project progresses. The project developed for
La Pingvin—a company specializing in the distribution of children’s brands—is a concrete example of this approach.
From the first display unit designed in 2024 to the trade show booth created for
Toys Milano in 2025, all the way to the project’s evolution in 2026, the relationship with
La Pingvin has followed a progressive path in which
design, craftsmanship, prototyping, and production have developed hand in hand.
Not a standard product adapted to the context, then, but a system built around the customer's needs.
From Need to Solution: When Customization Becomes Necessary
The initial request from
La Pingvin was to create a display capable of bringing together different products and brands within a single system. The need was therefore twofold: on the one hand, to showcase products with different characteristics and sizes; on the other, to create a structure
consistent with the brand’s identity, functional for display, and replicable.
It is in situations like this that the design process makes all the difference. Even before production begins, it is necessary to understand how the object will be used, what functions it must perform, how durable it needs to be, how it will be moved, assembled, and modified, and which elements should be customizable.
In the case of
La Pingvin, the project involved multiple in-house departments from the very beginning:
sales, design, engineering, graphic design, and production worked together to transform the client’s needs into a feasible solution. This approach allows us to treat customization not as a simple aesthetic adjustment, but as a genuine
technical and design process.
Designing a display stand means overcoming constraints
A display stand may seem like a simple object. In reality, when it is used in a retail location, at a booth, or during a trade show, it must meet many requirements at once. It must be stable, easy to move, proportionate to the space, functional for product presentation, and consistent with the brand’s visual identity.
In the project
La Pingvin , these requirements led to the development of several customized solutions. One of the most significant is
the Little Dutch double-sided display, designed specifically to be incorporated into the booth. The request called for a double-sided structure with adjustable shelves, customized with the brand’s branding, easy to move, equipped with storage space, and suitable for displaying different products. The initial solution featured six adjustable shelves—three on each side—wheels for mobility, and a storage compartment at the base.
And this is precisely where the value of
Esposit, our brand dedicated to the design and manufacture of wooden display units and modular display solutions.
From Prototype to Optimization: Modifying the Design to Improve It
During the development of the display unit, it became clear that its visual impact needed to be reduced and its functionality further improved. The base unit was therefore lowered by 40 cm, reducing the perceived bulk of the structure. At the same time, six hooks—three on each side—were added to the initial design, increasing display options without substantially altering the overall footprint. These changes may seem simple, but they clearly illustrate what it means to work on custom designs: it’s not just about “making a different piece of furniture,” but about
refining the design to address a specific need while carefully evaluating how each modification affects the structure, functionality, and production.
Prototyping as a Tool for Finding the Right Solution
In the project
La Pingvin , prototyping played a central role. Creating an initial model allows us to concretely verify aspects that can be difficult to assess on paper: proportions, dimensions, product accessibility, stability, handling, and the relationship between the structure and its environment. The solution is analyzed, discussed, and, when necessary, modified before moving to production. This method is particularly important when the project is to be
replicated or scaled up for mass production. In the case of the Little Dutch display stand, the initial request called for the ability to scale up to a production run of 50 or 100 units starting from the first prototype. This meant that the design had to function not only as a single piece but also as a replicable production solution.
From the display unit to the booth: Customization Applied to Booth Design
The relationship with
Pingvin continued to grow, culminating in the design of the first trade show booth in 2025. For
Toys Milano , we developed a 75-square-meter exhibit organized into several areas dedicated to the brands distributed by the client. Here, the custom design no longer applied solely to individual display units but to the entire spatial layout: walls, structures, platforms, shelves, counters, decorative elements, and display units all had to come together within a single design. The result was a space divided into distinct zones, with elements designed to guide visitors while simultaneously meeting the display needs of each individual brand. Among the elements developed for the space were
tree-shaped wooden structures, podiums of varying heights, custom counters and shelving, along with our interlocking display units.
In this case as well, the design process was not separated from production: the solutions were developed with technical and manufacturing constraints in mind from the very beginning.
When a project is working, there's no need to start from scratch
In 2026
Pingvin returns to
Toys Milano with a new evolution of the booth. The floor space and the overall concept of the project remain the same, while the brand, products, and some display solutions have changed. This is another important aspect of custom design:
designing with the possibility of evolution in mind. An effective booth does not necessarily have to be completely redesigned for every edition. When the basic structure works, it can become a system that can be adapted over time by modifying certain elements, introducing new solutions, and tailoring it to different needs. In 2026, the project therefore retains its identity but introduces new elements: a large central platform with blocks and steps, new shelves for displaying products, colorful structures, scenic elements, and a new visual language tied to the safari theme.
Collaborative Design: From Drafting to Real-Time Editing
Another distinctive feature of the project was the direct relationship between the client and the design team. For the 2026 edition, the designer
Davide Di Polito collaborated with Raffaella, the representative from
La Pingvin, both the empty floor plan and an initial, partially furnished version of the space. This allowed the client to directly influence the project with changes, suggestions, and additions. The design process thus became a collaborative effort in which the client’s commercial and communication needs could be immediately reconciled with the technical and spatial aspects.
The Project
Pingvin also illustrates a central aspect of our approach to work: the ability to combine craftsmanship, technical design, and woodworking technologies. The result is a process in which the design does not remain merely a three-dimensional image, but is developed with a focus from the very beginning on how it will actually be built. It is this connection between concept and production that allows us to handle even non-standard requests.
A project that continues to evolve
From the first exhibitor in 2024 to the booths at
Toys Milano in 2025 and 2026, the
La Pingvin demonstrates how a collaboration can evolve over time through increasingly targeted solutions.
The display becomes part of the booth; the booth becomes a system; the system can be modified, updated, and adapted to new needs.
For us, this is the value of custom work: not merely aesthetic customization, but the ability to combine design, technical expertise, and production to
find a concrete solution to a real problem.
Because often the best project isn't the one that starts with an existing product; it's the one that starts with a need and asks,
"How can we make this happen?"
