Red Means Luck – Booth Architecture at 2014 Airshow China in Zhuhai

Our new architectural concept for the Airshow China 2014 in Zhuhai has the same creative roots as our very variable and flexible Airshow-Set. It is functional as well as practical whilst at the same time transporting a feeling of vitality and ease.

The construction method and choice of materials are quite similar, however, with 90 sqm the booth in China is somewhat smaller since it only has to present three product-lines as opposed to five. Differences in material are limited to the substituting of corian and glass with glossy laminate. This is mainly due to the fact that the Airshow China concept is not built for multiple usage, much to our dismay of course.

But naturally, we’ve adapted the concept to the Asian market, target group and environment. For instance, the color red was quite prominent. Of course, this decision was not made because of political reasons (regarding politics we try to stay neutral). What many people do not know, indeed, is that in China the color “red” symbolizes luck and success. It was important to us to visualize these good wishes.