Morita Wds 2023 Exhibition Booth by Shotaro Inahara is a highly esteemed winner of the very prestigious 2025 Silver A' Design Award in Trade Show Architecture, Interiors, and Exhibit Design Competition Category.
SilverTrade Show· 2025
Morita Wds 2023 Exhibition Booth
Client: HAKUTEN Corporation
Silver A' Design Award Winner in Trade Show Category
Verified Award Winner
Verify Award Status for #162228The Design
About Morita Wds 2023 Exhibition Booth
Morita Wds 2023 is an exhibition booth created for a dental equipment manufacturer. The booth measures 32000 by 15000 by 4500 millimetres. The design presents the background of the products rather than the products alone. Parts are disassembled and displayed, internal mechanisms are shown through transparent windows, and dimensions are exposed to explain design intent. Wall panels are made from scrap sheet metal left after die cutting. The structure is fixed with screws without adhesive, so the materials can be recycled.
The Recognition
About the Silver A' Design Award
Morita Wds 2023 Exhibition Booth is a Silver A' Design Award winner, an extraordinarily prestigious recognition granted to top-of-the-line, gorgeous, and impressive designs. Silver winners are tremendously brilliant and exceedingly creative works that illustrate the outstanding expertise, talent, and acuity of their designers. Morita Wds 2023 Exhibition Booth is expected to be a wonderful, showpiece work that is remarkably professional and profoundly innovative. This Silver A' Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. Morita Wds 2023 Exhibition Booth is a vastly envied creation that evokes desires, introduces positive feelings, and sparks amazement and wonderment.
Where to Get It
Exhibition Design and Brand Experience Services
We transform trade shows into immersive brand stories. With expertise in sustainable booth design and spatial storytelling, we create memorable exhibition experiences that captivate audiences and strengthen brand connections. From concept through execution, we craft spaces that reveal your product's deeper narrative.
Request QuoteBehind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Began with a deep understanding of Morita by reading the technical history that describes how the products were made. The exhibition also included a tour of the manufacturing process and interviews about the company's commitment to its products. The exhibition also included a fascinating behind-the-scenes look at the products, including an introduction to the development story, a transparent and disassembled mechanism display, and an appeal to the design intent by exposing the dimensions.
- Dimensions & Packaging
- The overall dimensions of the booth are W32000 x D15000 x H4500 mm.
- Tags
- Exhibition,Booth,Sustainability,Branding,Luminous Signs,Dental,Equipment
- Production Technology
- The “MORITA MUSEUM” sign. The sign is side-illuminated, and one side is embedded in the wall to suggest that this is a booth that attracts visitors to Morita from a different angle.
The base design of the graphics is based on drawings, which gives visitors a sense of the product manufacturing process.
The wrighting of the corner signs is not based on product names, but on words that are beneficial to visitors, in order to induce their interest in the contents of the corner. - Design Challenge
- Based on the above, the booth will be a “fascinating display of the invisible” by (1) disassembling the product part by part, (2) introducing the development process and its secret story, (3) showing the internal mechanism through a transparent window, and (4) showing the design attention to detail through the dimensions of the product.
- Research
- We also visited Morita Manufacturing Corporation, where the products are actually manufactured, to observe the manufacturing process and hear about the developer's commitment to the products.
- Inspiration
- Morita also exhibited at the annual regional dental shows. There, the company exhibits directly related to sales promotion, focusing on products and services, and it was a place to sell products. This year's WDS will focus not only on products, but also on their backgrounds. Who and what kind of thoughts and processes go into the making of a product. The experience was designed as a branding opportunity for people to learn more about Morita and become fans.
- Project Duration
- The project started in September 29, 2023 and finished in October 1, 2023 in Yokohama.
- Operation Flow
- On the wall, we used a scrap piece of sheet metal from which parts had been die-cut.The design matched the concept of this exhibition as a material reminiscent of the manufacturing process, and the design also functioned as an eye-catcher, attracting visitors' interest by allowing them to see inside the booth through the hole in the wall.
The booth was fixed with screws, without using any adhesives, so that it could be returned to the factory and returned to the normal recycling flow. - Team Members
- Designer : Shotaro Inahara
Art Director : Akiyuki Maruyama
Producer : Tatsuya Sato
Producer : Riku Nishihara
Product Manager : Toshiki Takei - Image Credits
- Image #No1~5 : Photographer, Akira Arai.
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