Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.
JETRO’s exhibition booth for the Maison&Objet international trade fair in Paris, France by Torafu Architects
February 7th, 2013 by Sumit Singhal
Article source: Torafu Architects
We organized the space of JETRO’s exhibition booth for the Maison&Objet international trade fair held twice a year in Paris, France. The “J STYLE+” joint exhibition booth sponsored by JETRO gathers products from 16 companies selected by members of the Japan-France selection committee. Under the concept “Everlasting: Miscellaneous everyday use goods whose existence shines in our daily lives,” and strived to make a booth with a presence that will stand out even in a different culture by following Japanese qualities and keywords, such as the “Spirit” of the time, “Ease” and “Elegant Cuteness.”
The layout ensures that an extensive and varied line of products can be displayed in a way that’s easy to understand by placing the exhibition fixtures in layers. The disposition of the environment, which stands in a separate section, can exhibit frontality from one direction, or, from a different direction, can easily guide visitors all the way inside by giving them the impression of engaging in an alleyway.
Also, the booth makes use of its height to attract the sight of visitors from afar in the middle of the crowded exhibition floor. Like a bold interpretation of Japanese borrowed landscaping, the 4-meter-high fixtures create a humorous skyline with its lighting in the shape of the sun and its mountains, clouds and trees which become the expo’s landmark.
While the booth carries a presence in the distance, the color of the fixtures and its shape itself become its signature, making it possible to recognize the booth intuitively. Since miscellaneous goods are the center of the exhibition, the booth plays two roles while bringing a sense of unity to the whole, as the wall surfaces with large fixtures become, at closer distance, a background on which various products can shine.
The layered fixtures are like a stage set, creating a space where visitors can discover products, as if on a treasure hunt, by inviting them to wander evermore further inside the booth while changing their perception depending on the standpoint.
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