For the fourth time, L’Oréal Travel Retail Asia Pacific invited students from the Division of Industrial Design (DID) at the National University of Singapore (NUS)’s School of Design and Environment to design an exhibition booth for the TFWA Asia Pacific show, which took place earlier this month.
The brief, which asked students to create a stand which could showcase all 18 L’Oréal group brands, also required them to consider various variables and constraints and to show awareness for the corporate identity of the L’Oréal group.
Students were encouraged to explore state-of-the-art technologies and to experiment with recycled materials and dismountable modular systems to make the stand reusable and adaptable for other exhibitions.
Highlights of the winning design included: a sense of openness created by windows on every booth, providing a long perspective through the entire stand; equal booth space for each of the 18 brands with product display areas that could be customised to suit each brand; the placement of the booths to create a dynamic space which visitors could travel through to discover the different brands; private meeting rooms and a long bar in the atrium which provided a flexible meeting space.
The winning team had the opportunity to have hands-on involvement in the development and construction of the stand at the Marina Bay Sands exhibition venue.
In terms of sustainability, the design students had to consider the construction, storage and customisability of the stand. The components of the winning booth were designed for nesting, allowing for efficient storage. The modular structure and fluid layout of the booths also allow for easily implemented brand changes, ensuring the stand can be adapted for future exhibitions.
Following previous collaborations, eight DID students were awarded six month internships at the L’Oréal Travel Retail Asia Pacific office in Hong Kong, after which all of them received the opportunity to join the L’Oréal team as full-time designers.
