L'Oréal CIIE

L’Oréal CIIE 2020 booth designed by Atelier I-N-D-J Conceived as a series of floating boxes that signify a multiplicity yet still regarded as a unified whole.

These boxes represent the multitude of brands in the L’Oréal portfolio as well as the wider Group as a unified whole. With 400,000 people passing through CIIE this year clarity of message was important to L’Oréal.

Each floating box creates a space beneath to house brands based on 5 broad themes; the space between the boxes in turn becomes spaces in themselves to house secondary messages that L’Oréal wished to convey. Each of the Boxes is oriented at 45 degrees to the ‘streets’ of the exhibition hall, this is to maximise facade exposure in the direction of visitor flow whilst creating recessed pockets to welcome visitors into the spaces within. As such the traditional booth notion closed perimeter with space within is simply inverted. Whilst broken into smaller boxes each box is coordinated along the wider whole with moving images and graphics that visually connect the boxes together. Within the broad ‘architectural’ concept sits over 30 diverse bands and experiences, from high-tech "Modiface" AR, to L’Oréal ‘On Air’ live-streaming and to the more renown brands such as Maybelline, Kiehl’s, Lancôme and YSL.

Our 680sqm design contribution for L’Oréal will with luck help top the CIIE’s 17.13Billion USD total investment from the 2019 exhibition. It is large fair (30,000sqm) and important to China’s wider "opening up" economic policy.