Silver Trade Show Architecture, Interiors, and Exhibit Design · 2025
Morita Wds 2023 Exhibition Booth
- A' Design Award 2025 Silver Winner in Trade Show Architecture, Interiors, and Exhibit Design
- Awarded April 15, 2025
- CLIENT: HAKUTEN Corporation
- Estimated Number of Design Views: 19,810
- Verification code 8C3AB89569 · Verify this award
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.
Shotaro Inahara's exhibition booth design for the 2023 presentation emerges within the contemporary tradition of experiential brand architecture, wherein spatial design transcends mere product display to create immersive environments that communicate corporate identity through material, light, and geometric form. The installation demonstrates exceptional compositional sophistication through its orchestration of pristine white volumes against the dramatic darkness of the surrounding exhibition hall, employing contrast as a primary communicative strategy that immediately distinguishes the brand presence within the competitive visual landscape of trade show environments. Technical achievement manifests in the seamless integration of multiple lighting systems including overhead spotlights that create warm pools of illumination, backlit translucent panels that generate ethereal glows, and edge-lit vertical elements that transform solid surfaces into luminescent screens suggesting digital interfaces and data flows. The chromatic restriction to achromatic values with a singular blue accent demonstrates remarkable discipline, allowing the architecture itself to become the primary expressive medium while the logo element functions as a precisely calibrated focal point. Particularly noteworthy passages include the rightmost section wherein a human silhouette rendered in warm white light assumes a reclined position suggestive of ergonomic consideration and human-centered design philosophy, positioned against cascading vertical elements that evoke technological sophistication. The reflective floor surface doubles the architectural volumes creating an expanded spatial perception that enhances the sense of arrival and importance. This work participates in broader conversations regarding the role of exhibition design as brand communication, spatial experience as marketing strategy, and the capacity of minimalist aesthetics to convey premium positioning and innovative character. Viewers might consider how the interplay of light and shadow, solid and void, reflection and absorption creates a contemplative threshold experience that prepares visitors for deeper engagement with the presented offerings.
Press Kit
- 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.
- 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. - 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.
- Image Credits
- Image #No1~5 : Photographer, Akira Arai.