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The Starting Point of an Inspiration was the Story of the B-side Shaw Contract has a modern sustainable initiative where all carpets are collected and then fully recycled by contacting the number printed on the back of the carpet. This powerful story led us to focus on reflecting the B-side in the design, and we made a breakthrough by capturing a moment of the carpet sweeping. The rarely seen back of the carpet and the sustainable idea of the two brands are at the heart of the design, and these elements turn into the reality through an unprecedented shift in thinking.
At large-scale exhibitions, exhibitors tend to be obsessed with the size of their designated booth and to try to display as many items as possible within the space. With more than 400 booth in the exhibition that resembles a big city, our approach was to present the park-like space that is freely open to the city and people. We purposely create ample space around the four perimeters, which opens outwards to blur the boundaries between the booths. This effective spatial composition allows visitors to casually drop into the booth or to involuntarily step over beyond the boundary, leading to spontaneous interactions and encounters. As a result, our booth successfully attracted a large number of visitors, most of whom stayed for a long time.
Our aim was not only to appeal the design of the brand or products, but also to embody the strong sustainability spirit of two brands, while reflecting aspects that will always be required of future design, such as consideration and future orientation and reflected.
In addition, we intend to offer an opportunity to visitors to think more about the scheme of things, while interacting with familiar graphics and the unique shape of the object, not just the ESG number etc. We hope that this experience will encourage visitors to redefine sustainability in a broader sense. Using a combination of prefabricated wooden pallets and sectional parts, ensuring a high degree of transportability and ease of assembly. This creates a sustainable aspect that can also be used on different occasions.
This is an exhibition booth design project for ORGATEC TOKYO 2023, where one can appreciate the exquisite designs of both Shaw Contract (carpets) and Andreu World (furniture), while experiencing their pioneering the idea of sustainability at the same time. By taking the sweeping carpet floor as an inspiration, we invited visitors to approach products from their typically hidden parts (B-side), and then interact with the actual objects (A-side). We designed the exhibition booth to allow visitors to intuitively experience the idea of sustainability by organizing the process of encountering the products in a reverse order. The intention was to create a sense of fascination with the B-side that would encourage visitors to voluntarily encounter the A-side.
"A sensational view, not information."
Four corners of the carpet are swept at different heights (up to 1800mm), giving visitors a glimpse of the back side (B-side) that would not normally be seen. This unusual yet iconic view, convey a sense of wonder to visitors, and they would discover the story behind the production and recycling process as reading the descriptions written on it.
The visualized objects and the striking graphic flipside are imprinted in the mind of each visitor as a view, rather than as one-way textual information.
Since old times, uragaki in Japanese artworks involves inscriptions on the back side to objectively and logically convey what is not visible on the front. The B-side of this work is its evolved form, providing a pleasant viewing experience. The visitors first see the products’ production process and traceability on the back side of the carpet and are guided to the A-side, where the products are. A simple yet powerful spatial statement, devoid of any excess, is ideal for a crowded fair.
At Nikken Sekkei, we take an integrated approach to our projects as a professional service
firm. Throughout the 120 years we have been in business since our foundation in 1900, and
across all in-house disciplines of architectural design: urban design, research, planning and
consulting, we have always been guided by our fundamental principle of “contributing to
society through work with value,” and have continually taken on new challenges in response
to the varying needs of society and our clients.
We have been involved with a wide variety of projects in Japan, China, ASEAN, and the
Middle East throughout our history, and in recent years we are expanding into India,
Russia, and Europe. 1st April 2024 marks the formal merger of Nikken Sekkei Ltd and its former subsidiary, Nikken Space Design Ltd. We will now also strive to propose high-quality interior spaces.
https://www.nikken.co.jp/en/pr...
