MATSU 1+1 booth show us bring together two long-term clients for a unique co-branding experience for this year's Shenzhen Design Week.
Held at the Shenzhen World Exhibition & Convention Center, the event is one of the world's largest design exhibitions, with over 600 exhibitors participating. Competition for product exposure is fierce.
We conceived of bringing together MATSU and ZWYN because of our vision of future office designs focused on work-health balance. MATSU already designs ergonomic furniture for corporate fitness, and ZWYN is a leading fitness industry KOL.
Our challenge was to create a booth for three days but standing out as visually iconic against the glut of brands and displays. Our design formulated a color palette to reflect a sense of "sportiness," using darker gym colors of black and grey against bold soccer colors like orange for juxtaposition.
Orange and black dominate the aluminum framework, which recalls a soccer goal, golf net, or fighting cage. In contrast, green and white permeate as visual counterpoints to the two dominant colors. We used wood for warmth in the inlays and displays for flyers and postcards, including the climbing wall and reception desk.
The booth itself is a square space divided by sliding panels, some of which are magnetic whiteboards to write on or to remove when needed. Inside, we integrated a brand new product by MATSU called "X-brick" – multiple 25x33x50 boxes used for makeshift seats, stages, or even coffee tables.
The key to the project was our understanding of marketing to be visually and experientially iconic. MATSU is the maker of modern work-life balance furniture, and ZWYN promotes its lifestyle. The whole design is temporary with intense colors, nets, and modular interfaces – a coming together of multiple industries to score one common goal.
