欧莱雅 CIIE 2020 展位设计 | 悬浮盒子展现多样品牌

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.

一系列悬浮的盒子表达了设计的多样性，但仍视为一个统一的整体。这些盒子代表了欧莱雅产品系列中的多个品牌以及整个集团。

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.

今年近40万余人参与到进博会为欧莱雅传递了重要的信息。我们在每个悬浮的盒子下面创建一个空间，来安置5个不同主题的品牌。盒子之间的空间又形成了自己的空间，可以传达不同层次的信息。

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, creating recessed pockets to welcome visitors into the spaces within.  

每个盒子都与展馆的“通道”成45度角，这是为了最大程度地增加参观者可视面积，同时形成了一个凹形的口，来欢迎参观者进入内部的空间。对于封闭展位外围的传统观念，我们选择颠倒了内部空间。

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Whilst broken into smaller boxes each box is coordinated along the wider whole with moving images and graphics that visually connect the boxes together.

每个盒子被分成较小的盒子，用来协调更宽阔的整体效果，并通过动态图像和图形在视觉上将这些盒子连接在一起。

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.

在广义的“建筑”概念中，涵盖了30多种不同的领域和体验，从高科技的“ Modiface” AR，到欧莱雅“On Air”的直播，再到更知名的品牌如美宝莲、科颜氏、兰蔻和圣罗兰 。

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

我们为欧莱雅提供的680平方米的会展设计将为2019年进博会总投资171.3亿美元的基础上再添佳绩。这是一个30,000平方米的大型商品交易会，对中国更加“开放”的经济政策起到了重要作用。

With thanks to M.A.D. events for a great collaboration and all at the L’Oréal creative team. 

感谢 M.A.D. events和欧莱雅的创意团队的合作。