Grid

Beijing
Architects
SAKO Architects
Location
Beijing
Year
2012
Client
本田技研工業株式会社, Honda Motor Co.
Team
Principal Architect: Keiichiro Sako
Interior Design
SAKO Architects

Motor shows are venues designed to highlight the superiority of one's own vehicles, and at the same time, they are places where companies compete to differentiate their booths from those of others, creating a scene of splendid diversity.

Honda's booth design, which has traditionally used "white" as its theme, has been enhanced with a "shining grid" that evokes the future. The combination of white "surfaces" with white "lines" has beautifully upgraded Honda's "white." The red Honda logo stands out more prominently, serving as a backdrop that further enhances the appearance of the displayed vehicles. This new "white" has sufficiently achieved differentiation from other companies' booths.

The presentation of new cars is deemed the most important aspect of motor shows. The few minutes of video shown here are broadcast worldwide, serving as significant promotional material for the new vehicles.

We aimed to create a sense of anticipation among the audience with a concept we called the "jack-in-the-box," to increase the impact of the new car reveal. At the climax of the presentation, two boxes appeared to be pushed out from the wall of the screen, and when they opened, the new cars were unveiled. This "slide-out" by several men from the backstage appeared as a magical "slide-in" on the front stage, achieving a successful and impactful presentation.

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Magazine

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