Design Centre Europe at Sony Europe designed a stand at Integrated Systems Europe 2024 for European B2B event team to showcase Sony’s professional technology solutions. Our aim was to create a tradeshow booth that was sustainable, functionable and inviting to step into like being under the canopy of a big tree.

Inspired by the traditional Japanese architectural component 'Shoji', which partitions the space while providing a feeling of depth, the wood and fabric grid allowed for flexible representation of spaces for multiple business contexts to showcase different solutions, resulting in an attractive and welcoming space at Fira Barcelona Gran Via creating an iconic, welcoming space for international visitors.

The space required multiple presentations, considering different layouts and people flows, including the installation of devices of different sizes and features, from tablets to large LED wall over 200 inches, by combining walls, shelving, counters, etc. The result was a system that flexibly encompasses the installation of devices by utilizing grid modules that carefully considered the size of the materials and furniture standard. This enabled all the elements required for this large-scale technological installation to fit into the grid.

In our event booth projects, we always design with sustainability and reusability in mind. At the same time, we wanted to make the space warm and welcoming, people-centered through the expression and tactility of the materials.

The materials that make up the grid consist of wood sourced from certified sustainable forests and fabrics made from recycled pineapple fiber, and we strive to reduce our carbon footprint by optimizing the supply of all building elements that are produced and built locally. Elements of walls and hanging lightbox and banners were kept as simple as possible and only a grid frame was used to create an airy, comfortable atmosphere at the same time. This grid module not only gives a repeated and attractive visual effect, but also attempts to reduce the environmental impact by minimizing the market standard of materials used.

Paint and print, were kept to a minimum, and water-based, eliminating harmful substances.

The display stands and structure were specifically designed for disassembly after the exhibition and reused in the office or other showcase. The information essential for technical demonstrations is elaborately laid out in Sony's unique SST font design, ensuring sufficient readability in crowds and from a distance.

As a result of these considerations, the stand not only provided an impressive and memorable experience for many visitors but was also recognized by a third-party certification body as one of only two sustainable booth designs selected from among all exhibitors.