What do you do when you realize that merchandise display systems are either too complex or too bulky – or both? Engineer and designer Milija Odzakovic, who had to grapple with the problems of existing systems again and again as a shopfitter, saw this as a challenge: To make it better, more flexible, lighter, and more beautiful. He wanted to leave common practice based on tubes behind and devise a guide system. With success: The BASIC product, which he developed and presented at the 1996 Euroshop, won over experts and designers through its aesthetics as well as its functionality. BASIC was immediately well received on the market, which is why Milija Odzakovic had decided to have the idea of his unique rail patented.