Exhibition Design | Experience Design | Communication Strategy

Alibaba CES 2018

Problem

As one of the world’s leading retailer, Alibaba creates many platforms to improve how they work, live, and trade. These platforms are not simply the consequence of technological development but comes from a fundamental desire towards better, more convenient living. At Consumer Electronics Show in Last Vegas 2018, we were faced with the challenge to design an exhibit for Alibaba and unite all the organizations under one visual presence.

Role

Lead Concept Designer, Project Manager

Client

Alibaba Coporation

Duration

3 months

Tools

Keynote, Rhino, Pen and Paper, Autodesk 3D Max, Illustrator, Photoshop

Solution

Staggered and geometric with both open and enclosed spaces, its form alone made for a standout presence. Internally the booth’s ‘Discover Beyond’ theme emphasized Alibaba’s seamless integration into every part of daily life. This was underlined by integrated technologies including Virtual Reality-based activities, Augmented Reality interactive software, LED overhead elements, video walls, multi-touch software, and transparent touchscreens.

Location

Consumer Electronics Show 2018 Las Vegas

Cost

Construction and implementation by PICO

Impact

The booth made ‘The Best of CES’ list as EXHIBITOR magazine recognised the 20 most remarkable and impressive exhibits at CES 2018. There were over 3900 Exhibits during the 4 day Trade Show.

Skills Involvement

Design Exploration

Wihin a team of four, I lead workshops to solicit brand strategy for Alibaba.

Communication Strategy

One complexity with the project is that while the space is limited, we need to come up with a way to tie together the 5 different business units. The arrangement of the business units and its proportional space must also be weighted. The solution was to create a staggering and geometric structure that best utilize the space provided. This well de¬fined forms between the business units are then tied together under the theme “discover beyond“ to communicate their brand as a whole.

Interactive Concepts

The initial design concept explored various interactive experiences that enable visitors to interact with Alibaba's products in a delightful and engaging way. However, due to budget cuts, some of these initial interactive concepts were not realized in the final design.

Interested To Learn More?

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