Moonshot Bar 展覽攤位 by Takeshi Yoshida is a highly esteemed winner of the very prestigious 2024 A' Design Award 銅獎 in 展覽會設計 Competition Category.

銅展覽會· 2024

Moonshot Bar 展覽攤位

by Takeshi Yoshida

Client: Takeshi Yoshida

A' Design Award 銅獎 Winner in 展覽會 Category

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The Design

About Moonshot Bar 展覽攤位

這是CES 2024（全球最大型科技展覽會）的日本館展區。設計靈感源自簡約與極簡主義，這正是禪的核心理念，亦是日本自古以來一直傳承的概念。設計營造出「有序的混亂」，意指將多個引人注目的展示元素精心佈局。展館設有五個主要區域，包括展覽檯、諮詢櫃檯、酒吧、休閒交流空間，以及配備大型顯示屏的活動空間。有別於傳統展覽攤位，訪客可在舒適的休閒區及酒吧享用飲品並進行交流對話，我們將這個酒吧命名為Moonshot Bar。

The Recognition

About the A' Design Award 銅獎

Moonshot Bar 展覽攤位是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Moonshot Bar 展覽攤位將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Moonshot Bar 展覽攤位出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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.