Role: Design Director / Creative Direction
Scope: Spatial Concept · Exhibition Design · Brand Experience · Product Presentation

Challenge

Create a recognizable exhibition environment for Savimex/Moho that could attract attention within the fair while presenting multiple furniture settings without allowing the architecture to compete with the products.

Design Response

The booth was organized around a repetitive wooden frame system and an open plan that encouraged natural circulation. A suspended white volume created a strong architectural presence from a distance, while warm wooden partitions defined individual product environments within a connected space.

Development

The spatial system was developed around contrast between the white structure and the warmer wooden elements, using repetition, openness, and material consistency to establish hierarchy and guide visitors through the collections.

Outcome

A clear and recognizable exhibition environment in which the architecture reinforces Savimex/Moho’s identity while allowing the furniture to remain the primary visual focus.