GSC GROUP, positivity is an act of courage

What happens when a company, in a trade show space dedicated to products, meetings, and business, decides not to exhibit anything? The result is Positivity Cabin – 30 Seconds of Positivity, a project conceived by artist and performer Andrea Bianconi and realized in partnership with GSC Group.
The installation, created for Simac Tanning Tech 2026 (Hall 18, C36), invites visitors to take a thirty-second break, transforming a simple gesture into an immersive experience dedicated to reflection and positivity. At the end of the experience, each participant receives a gold pin bearing the word “YESSS,” a symbol of an attitude to carry with them even beyond the trade show. “Positivity is an act of courage,” comments artist Andrea Bianconi.
The project also represents a countercultural approach to communication: GSC Group steps back from its traditional leading role to make room for the public’s experience, demonstrating that, at times, the strongest message arises precisely from subtraction. “For once, we decided to take away, rather than add,” explains Adriano Serafini, president of GSC Group.
With the Positivity Cabin, art and business come together to pose a question as simple as it is timely: how much time are we still able to devote to saying “yes”?