Morita Wds 2023
Exhibition Booth for HAKUTEN Corporation
Began with a deep understanding of Morita by reading the technical history that describes how the products were made. The exhibition also included a tour of the manufacturing process and interviews about the company's commitment to its products. The exhibition also included a fascinating behind the scenes look at the products, including an introduction to the development story, a transparent and disassembled mechanism display, and an appeal to the design intent by exposing the dimensions.
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Download Press Kit № 162228 Exhibition Booth for HAKUTEN Corporation by Shotaro Inahara to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Morita WDS 2023 by Shotaro Inahara
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Exhibition Booth by Shotaro Inahara
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Shotaro Inahara Morita WDS 2023
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Shotaro Inahara Exhibition Booth
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Shotaro Inahara Design Team Photo
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HAKUTEN CorporationBrand Logo
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Unique Properties
Began with a deep understanding of Morita by reading the technical history that describes how the products were made. The exhibition also included a tour of the manufacturing process and interviews about the company's commitment to its products. The exhibition also included a fascinating behind-the-scenes look at the products, including an introduction to the development story, a transparent and disassembled mechanism display, and an appeal to the design intent by exposing the dimensions.
Tags
Exhibition,Booth,Sustainability,Branding,Luminous Signs,Dental,Equipment
Production Technology
The “MORITA MUSEUM” sign. The sign is side-illuminated, and one side is embedded in the wall to suggest that this is a booth that attracts visitors to Morita from a different angle. The base design of the graphics is based on drawings, which gives visitors a sense of the product manufacturing process. The wrighting of the corner signs is not based on product names, but on words that are beneficial to visitors, in order to induce their interest in the contents of the corner.
Design Challenge
Based on the above, the booth will be a “fascinating display of the invisible” by (1) disassembling the product part by part, (2) introducing the development process and its secret story, (3) showing the internal mechanism through a transparent window, and (4) showing the design attention to detail through the dimensions of the product.
Project Duration
The project started in September 29, 2023 and finished in October 1, 2023 in Yokohama.
Operation Flow
On the wall, we used a scrap piece of sheet metal from which parts had been die-cut.The design matched the concept of this exhibition as a material reminiscent of the manufacturing process, and the design also functioned as an eye-catcher, attracting visitors' interest by allowing them to see inside the booth through the hole in the wall. The booth was fixed with screws, without using any adhesives, so that it could be returned to the factory and returned to the normal recycling flow.
Research
We also visited Morita Manufacturing Corporation, where the products are actually manufactured, to observe the manufacturing process and hear about the developer's commitment to the products.
Inspiration
Morita also exhibited at the annual regional dental shows. There, the company exhibits directly related to sales promotion, focusing on products and services, and it was a place to sell products. This year's WDS will focus not only on products, but also on their backgrounds. Who and what kind of thoughts and processes go into the making of a product. The experience was designed as a branding opportunity for people to learn more about Morita and become fans.
Image Credits
Image #No1~5 : Photographer, Akira Arai.
Project Overview
Morita Wds 2023 Exhibition Booth has been a Silver winner in the Trade Show Architecture, Interiors, and Exhibit Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
Shotaro Inahara was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Morita Wds 2023 Exhibition Booth.
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