Moonshot Bar 展示ブース by Takeshi Yoshida is a highly esteemed winner of the very prestigious 2024 A' Design Award 銅賞 in トレードショー建築・インテリア・展示デザイン Competition Category.

銅トレードショー· 2024

Moonshot Bar 展示ブース

by Takeshi Yoshida

Client: Takeshi Yoshida

A' Design Award 銅賞 Winner in トレードショー Category

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Colors

The Design

About Moonshot Bar 展示ブース

これは、世界最大のテクノロジー見本市CES 2024における日本パビリオンです。デザインは、日本が古来より大切にしてきた禅の根本理念である、シンプルさとミニマリズムからインスピレーションを得ています。「組織化されたカオス」というコンセプトのもと、複数のカオス的な要素を緻密に配置しています。展示テーブル、インフォメーションカウンター、バー、ラウンジ&ミングルスペース、そして大型ディスプレイを備えたイベントスペースという5つの魅力的なエリアで構成されています。通常のブースとは異なり、来場者は居心地の良いラウンジとバーでドリンクや会話を楽しむことができ、私たちはこのスペースをムーンショットバーと名付けました。

The Recognition

About the A' Design Award 銅賞

Moonshot Bar 展示ブースは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Moonshot Bar 展示ブースは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Moonshot Bar 展示ブースは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The uniqueness of this space is creating organized chaos, which means chaotic multiple attractions carefully placed in one small space, though it’s an almost impossible mission. There are 5 attractions, which are exhibition tables, an information counter, a bar, a lounge and mingle space, and an event space with a large video display. Event space makes visitors to enter this space, then interaction and conversation starts at a bar and lounge. Also, lots of green is used in this space, showing the eco-friendly attitude, reducing waste from exhibition, and creating a cozy atmosphere.
Dimensions & Packaging: The booth area is 60 feet x 50 feet. In other words, 18,288 mm x 15,240 mm.
Tags: Zen, minimization, transparency, spaciousness, simplicity, exhibition design, convention, Japan, bar, green,
Production Technology: Transparency and spaciousness is the most important aspect to get visitors’ attention as the ceiling of the venue is very low. Therefore, the design focuses on keeping the exhibition table height low and not using many walls. Visitors can appreciate the unblocked view from one end to the other in this space. In addition, in a technology themed convention, most booths use cold white lighting since the color of cold white might remind people of technology, however, this space intentionally uses warm white lighting and green plants to attract people and create a cozy atmosphere of a bar.
Design Challenge: The biggest challenge is the height of the ceiling of the venue, which is very low and also the venue does not permit hanging from the ceiling, while hanging signs are one of the main tools to attract visitors. In this circumstance, transparency and spaciousness is the most important aspect to motivate visitors to come to this space. Therefore, the design focuses on not using many walls and keeping the exhibition table height low. People can appreciate the unblocked view from one end to the other in this space. In addition, all the exhibitor’s demo tables face the aisle and have pillars wrapped in a creative way.
Research: In terms of design, creating more conversation and interaction in an exhibition booth is one of the biggest and important challenges because the communication between exhibitors and attendees could create new business. Literature review and field work by joining other major conventions all over the world has been done. The results dramatically have improved the design, production and realization such as using white warm color lighting, music, aroma oil and green, transparency and spaciousness.
Inspiration: This design is for the Japan Pavilion at the CES 2024, one of the largest technology conventions in the glove. The design should make visitors feel the uniqueness of Japan. It is inspired from simplicity and minimization, the fundamental concept of Zen, which Japan has always been with since ancient times.
Project Duration: The project started in August 2023 in San Francisco and Tokyo, and finished in January 2024 in Las Vegas, and was exhibited in the largest technology themed convention in the globe, CES 2024 in January 2024.
Operation Flow: Unlike the normal exhibition booth in a convention, visitors enjoy drinks and conversation in a cozy mingling lounge and bar, which we named Moonshot Bar. The name is decided in the hope that moonshot, in other words, giant leap will come out from this space. One of the best ways to achieve the goal, appealing products and services to the world, is to create a space that would generate more conversation and interaction between exhibitors and attendees. The more conversation and communication would eventually lead to the realization of the goal, creating a giant leap.
Image Credits: Takeshi Yoshida, 2024.