315m² Garden-Inspired Village for ESHRE at Their Annual Meeting Case Study

We worked with ESHRE (European Society of Human Reproduction and Embryology), a nonprofit society representing more than 10,000 reproductive medicine professionals and researchers across Europe, to design and build the ESHRE Village at their Annual Meeting 2026, held at ExCeL London. The Village is the heart of ESHRE’s exhibition presence each year, and for 2026 the brief called for a concept built around a “High Tea meets English Country Club” theme.

We built the concept out as a full 21m x 15m island stand covering 315m², effectively a garden crossed with a library and an antique-furnished meeting space. Visitors entered through a classical white garden archway, framed by hanging plant baskets and flanking columns, into a genuine outdoor-feeling social garden: green astroturf lawn, white picket fencing, planter boxes, and a run of market umbrellas over café-style seating for informal networking. A lawn game gave visitors an easy way to strike up conversation in the garden itself.

On the other side of the Village, we built: a dedicated library zone with custom-made wooden book racks and ladder-style shelving; layered Persian rugs; leather armchairs and reading lamps; a small ESHRE branded shop area finished in the same vintage; antique-furniture style with rustic wood tables; black metal display fixtures; and clothing racks for merchandise. A curved wooden bar and reception counter sat at the centre of the space, acting as the Village’s main meeting point and welcome desk, with three dedicated storerooms built discreetly into the structure to keep the space running smoothly throughout the show.

Suspended, two-sided ESHRE-branded banners with a blue-green gradient finish ran above the whole footprint, keeping the Village visible from across the hall, while the ground-level design stayed true to the garden and antique theme throughout.