Having established a reputation as an industry leading manufacturer of premier office furniture products, Gevanco intended to target a younger generation of professionals at the 47th China International Furniture Fair (CIFF Guangzhou), the largest of its kind in Asia. The Hangzhou-based company entrusted anySCALE with designing an alluring fair booth to showcase their latest furniture models to a new audience.
Working with a large 1800 square-meter rectangular space, anySCALE drew inspiration from the Beijing 四合院 Siheyuan courtyard concept, adding a contemporary twist by incorporating modern manufacturing materials that represent the industrial nature of Gevanco. Translucent exterior walls and extensive back lighting create a lantern-like effect, drawing the crowd towards the radiating glow of the fair booth. At the focal corner, the papery facade is punctuated by angled wooden window displays, offering curious spectators an unimpeded view of the company’s latest office chairs and the spaces within.
Just beyond reception, guests are greeted by a lively garden party. A web of bare industrial bulbs, a bright LED display and vivid green foliage create a festive environment for visitors to socialize and lounge on the furniture before touring the surrounding office spaces. The interior walls feature corrugated poly carbonate and felt materials to provide an industrial aesthetic and sound dampening acoustics. Divided by another chair display, the other half of the courtyard is a co-working area housing long desks and collaborative work stations. Circling the courtyard, quieter, more intimate executive office and conference showrooms house the rest of Gevanco’s high quality office furniture.
In realizing this design, anySCALE created a unique exhibition that balances tradition and innovation, enabling Gevanco to shine on one of the biggest stages of the industry.
