Designing visitor pathways flooded with light and optimizing business meeting spaces

Kao Corporation participated in the TFWA Asia Pacific Exhibition & Conference 2024, a duty-free and travel retail trade show held in Singapore.
The company aimed to create valuable business opportunities in the travel retail sector, build relationships with key retailers, and enhance its presence in the industry. This exhibition played a crucial role in accelerating the growth and establishing Kao Beauty Brands as a full-fledged global business.

The booth concept, 'Overflow - Overflowing and Spilling Over,' showcased the beauty and uniqueness of the three brands through 'light' that seemed to pour out from within the booth. The dynamic design and color of the black exterior walls created a powerful presence, enhancing the booth's impact. Large multi-monitors were installed in the entrance area to highlight the three brands and evoke a sense of exuberance. Each brand's distinct perspective was integrated into its own dedicated space, strongly conveying its unique vision. Additionally, the design optimized the number, arrangement, and size of the business meeting spaces to promote smooth communication. We received high praise for the balanced combination of space, brand presentation, and functionality.