FRAME AWARDS ORGATEC
Best Use of Light and Trade-Fair
Stand of the Year
KOKUYO
Immersion and engagement: keywords for
any successful retail project or event pro-
gramme these days. Yet in the one location
where commerce and exhibition design come
together – the trade fair – there is a lack of
both. ‘To speak frankly, I’m getting tired,’ says
Meiré. ‘There’s so little movement happening.’
Exception – with an exclamation
mark – was Kokuyo. No wonder the Japa-
nese company took home two of a possible
four prizes: one for use of light and another
for overall design concept. ‘It harnessed
lighting by showcasing the product in a
beautiful, almost otherworldly way,’ con-
tinues Mike Meiré, who also praises the
cinematic qualities of the stand.
Welcoming visitors was a seemingly
exploded office chair suspended in midair.
The dynamic image was enhanced by a large
LED display with animations, which further
revealed the mechanism and workings of the
brand’s Ing chair. Interior designer Tomoy-
uki Kobayashi refers to the area as ‘the dark
space’. Behind the intriguing entrance was
‘the bright zone’, a space occupied by 21
chairs, each accompanied by a small digitaltouchscreen that suggested to the user
how to best experience the seat – and then
requested feedback.
For Kokuyo, digital technology is
a mode of communication, adding to the
physical presentation. ‘A well-designed digital
element can elevate an analog experience
and help build a better relationship between
the end-user and the manufacturer,’ says
project manager Tomoyuki Kobayashi. ‘TheIng chair’s 360-degree freely moving joints
provide a completely new seating experience.
Its digitized manual is more than a gadget. It’s
an educational tool.’
Another high point of Kokyo’s booth
was its staff. All dressed in lab coats, the crew
interacted with the public according to a well-
thought-out ‘script’, completing the scenogra-
phy with a touch of hospitality. – FK
kokuyo.comCo
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