the japanese brand and a world leader in vertical transportation fujitec. the brief for the exhibition was to showcase their latest

high-speed elevator products with a strong message of "speed at the core" as a main highlight or theme. formula one racing is what came to our mind and we connected it with the overall communication design for the booth. 

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the award-winning booth attracted a lot of eyeballs through its approach of minimalism yet made a strong statement through thoughtfully designed backlit fabric printed branding panels, custom wallpaper, materials and textures, and the overall look and feel of the space that was very zen.