SOF has always been about more than lectures and awards—it's also where brands test how well they can show up off-screen. This year was no exception. But what made SOF 2025 particularly interesting was the change of venue: instead of the traditional setting, the festival moved to Grando, an industrial-style event hall in Portorož.
Grando: A New Stage for Creativity
Grando is a large, open space with a raw, warehouse-like aesthetic. Formerly a salt warehouse and now transformed into a multifunctional venue, it’s already hosted concerts, fashion shows, art installations, and now—SOF. This year’s organizers had to completely reimagine how to use the space. There were no ready-made halls or breakout rooms; everything had to be built, branded, and styled from the ground up. That meant brands, too, had to adapt—focusing on practical materials that helped define the atmosphere and experience.
Deck Chairs as Lounge and Statement
One of the most visually dominant elements throughout the Grando venue were branded deck chairs, used by various companies to shape the informal vibe of SOF 2025. Not only were they functional—they quickly became a social media prop and a way for guests to rest between panels—but they also served as subtle (or bold) branding opportunities. A practical seating solution became part of the overall brand language.
Among them were our own deck chairs for Perutnina Ptuj, which stood out with a fresh, clean design and eye-catching logo placement. Strategically placed around Perutnina Ptuj’s food station, they became a popular spot where visitors could relax and enjoy the brand’s new food offerings. It wasn’t just a lounge—it was a branded dining corner that combined taste and comfort, making the experience both memorable and Instagram-worthy.
Goodie Bag Essentials
Every guest was welcomed with a natural drawstring bag, branded by Lidl. It was a sustainable and useful item, filled with a curated selection of small products and promotional materials. While not heavy on merchandise overall, this opening gesture set the tone: brands were choosing items that were both practical and eco-aware.
Hand Fans: Simple, Smart, Effective
With warm spring temperatures and crowded rooms, one item stood out: hand fans. Aleja gave out a branded paper fan that became one of the most visible—and used—items of the entire festival. At Euro-T, we know how effective this kind of simple, climate-relevant branding can be. We recently produced similar fans for Pirnar and Laško Malt—proof that even low-tech products can make a high-impact impression when they meet a real need.
Stickers for a Pop Moment
Another standout: Spar’s stickers, created to promote the new Joker Out drink collaboration. These small-format giveaways captured attention by tapping into pop culture. While not traditionally viewed as a high-value promotional item, stickers—when tied to a recognizable name or campaign—have a huge shareability factor. Festival goers were seen applying them to laptops, water bottles, and notebooks, extending the brand reach long after the event.
MeritHP Drinks and Refreshment Station
Our longyear partner Merit took care of the drinks at SOF 2025, ensuring guests stayed refreshed and enjoyed the event to the fullest. Visitors were sipping Antique Pelinkovac from our branded paper cups, which added a cohesive and polished touch to the refreshment experience. This practical branding element kept Merit visible throughout the venue while guests relaxed and socialized.
A Shift Toward Experience-Driven Branding
What SOF 2025 made clear is that branding at events is evolving. Companies no longer aim to simply "be seen"; they aim to add value to the space. Whether through a place to sit, a way to cool off, or a cultural sticker moment, brands that made an impact were the ones that offered something useful.
At Euro-T, we believe this is the direction all event branding should take. Whether it’s custom furniture, small giveaway items, or wearable textiles, the most successful materials are those people actually want to use.