Every year Prodir, Switzerland’s leading producer of customizable pens, participates to the main European trade show for promotional products, the PSI in Düsseldorf. The exhibition space of approximately 400 m2 is totally redesigned according to "Be pure.", the communication theme 2013. It is conceptually based on the essentiality of elements and contained functions. The fruition of guests and visitors is articulated into two distinct moments: an area of encounter-dialogue and an exhibition area dedicated to the product collection, which is resolved in a single linear element. Two large cathode ray tubes project image series depicting people intent in the act of writing.