CHANGHONG concept for IFA Berlin ShowOne of my lovely projects designed for a fast growing Chinese consumer electronics brand. Design was build around clean architectural blocks with addition of a trendy black metal frames

Initial idea was to build the booth space around four main blocks at the corners which will divide all consumer products in four groups and in the middle there will be placed a focus area with the Smart home products.

But after receiving the finalized brief from a client 35% of the booth became to be a closed, private spaces for a business meetings and display of a whole range of B2B products and services. And additionally the hanged construction with a massive Changhong logo have to be added to combine all blocks into the one volume.

A lot of effort was given to make each of the product blocks look elegant and to fit in the enormous number of products in elegant and natural way like you can meet in a well-designed apartments.

The idea of a architectural blocks came from the hi quality private houses with a moving glass walls. That design method should make an extra focus on a products inside and create a exclusive feeling as it's not 100% available from outside of the booth. So you have to enter the space and experience the product in real and hi-quality surrounding

Extra attention was paid to the graphics used at the booth. The idea was to use the black and white portraits of a historically important people to build a trust between the Changhong brand and potential European customers

One of the most interesting tasks was to create a focus area in the middle of the booth where examples of the most advanced products was combined in the unique network of smart home. Some inspirational focus-creating pictures helped to solve this task.At the end of design process it has to be covered with a moving glass wall

For the meeting rooms the radical combination of a loft atmosphere with a positive and naive furniture from Muuto brand was proposed. And the general color and materials palette was moved in direction soft and serious natural materials with a little accent on a black lines, such as metal frames.