This article highlights some of our recent exhibition Stands projects, showcasing the creative designs we’ve developed for global brands. Each project reflects our approach to bringing brand identities to life and creating memorable experiences.
1. UK Department for International Trade
Inspired by the “English rose”, a flower well-known everywhere in the world, 5 Star Plus Retail Design developed and executed an exhibition stand design concept for the UK Pavilion at China Beauty Expo in Shanghai featuring 12 UK brands. This project was honored with the Austriacus Bronze Award, recognizing the creativity and impact of the stand’s design.
The English rose was also one of late Queen Elisabeth’s favorite flowers, and inspired a whole make-up trend with the same name. In the pavilion design, the rose is featured as an abstract, three-dimensional watercolor sculpture that also serves as a background for photos and events. Black-and-white sketches of plants like daffodils, clovers, and thistles are applied on the wall, the floor, and the furniture throughout the stand to underline the strength of UK beauty brands, which lies in organic, local, and high-quality plant-based ingredients.
The layout of the exhibition stand was divided into two main areas (exhibitor and business discussion area) with a branded main ally lined by LED strips along the floor and ceiling.
2. Schulthess
Schulthess, the Swiss brand with the inspiring slogan „Dreht vor Freude” („Turn for Joy”) has brought their unique vision to life. The event happened at the highly anticipated Design Shanghai trade fair, and 5 Star Plus Retail Design was thrilled to be a part of it! As interior architects and project managers, we were tasked with executing the client’s design concept and managing the production and installation to ensure a seamless process. The entire exhibition stand is modern and open, perfectly representing the brand’s philosophy. Carefully selected high-quality materials, a stunning lighting concept, and luxurious furniture all come together to create an atmosphere of elegance and sophistication. Hula hoops made of solid wood serve as eye-catchers, adding a playful touch to the stand and drawing visitors in.
The entire booth concept creates a fitting backdrop to emphasize the uniqueness of Schulthess’ products and showcase them perfectly. We are proud to have been a part of this fantastic project and to have helped bring Schulthess’ vision to life by creating their first exhibition stand in China.
3. AZO China
created a high-impact exhibition stand design standard for AZO China. The objective was to develop a flexible and modular stand design based on the global brand identity that could be adapted to different stand sizes at exhibitions in China. Reusing as many components as possible was crucial for AZO China to meet their sustainability principles. The concept had to showcase the quality of AZO’s products and their corporate culture through an aesthetically impressive yet minimalist design. Inspired by the company’s background, the design concept features a high-tech industrial feel with design elements resembling modern factories and warehouses.
The brand colors orange and white were combined with aluminum and stainless-steel surfaces to reflect the industrial sector. The AZO logo and warehouse structures served as inspiration for the cubes – the feature elements of the stand design. The exhibition stand design is based on simple, clean lines that draw the focus to the stand’s most important areas: the story walls, the product showcase area, and the experience zone, which provide maximum customer experience. Orange platforms were used to highlight the products and attract attention. The result is an exhibition stand design where the atmosphere, messages, information visuals, multimedia, and points of interest are aligned to provide an authentic “AZO experience”.
4. UK's Department for Business and Trade
From April 14-18, 2024, the UK’s Department for Business and Trade hosted a UK Pavilion at China International Consumer Products Expo showcasing 14 British premium fashion and lifestyle brands. After winning the project tender, we were commissioned to design and build the pavilion.
The pavilion design concept, a well-balanced fusion of the classic and the modern, was based on UK architectural inspirations and aimed to create a contemporary design aesthetic. Drawing inspiration from the elegant lines of UK Georgian architecture, the design team developed a showroom-style space with a premium look. The use of semi-transparent mesh fabric on the walls lent a stylish high-end fashion feel, while LED strip lighting around architectural key features added a touch of innovation and strengthened the visual impact.
The pavilion design was open towards the front and featured entrances on all sides. A multi-category feature display island in front of a branded backdrop with the GREAT logo served as a key visual focus to attract people into the exhibition stand. Along the walls and in the center of the space, the 14 brands displayed their fashion, lifestyle, and accessory products. The UK pavilion was executed in a white-only color scheme for a clean and minimalist look to reflect both the country’s position and sector of the project.
5. Vienna Airport
We are proud to have contributed to the booth development for Vienna Airport at the Transport Logistic China / Air Cargo China expo in Shanghai from June 25-27, 2024. Together with the lead agency, Moyo Creative, we crafted an impactful exhibition stand design. Our goal was to create a design that embodies the brand’s DNA and draws in visitors.
The 36 sqm stand featured a clean, minimalist aesthetic with modern and innovative elements. At its core was a large LED screen displaying a video of Vienna Airport City’s infrastructure, developed by Moyo Creative. LED strip lighting highlighted the stand’s shapes, inspired by the angles of airplane take-offs and landings, as well as the brand’s logo. The overall ambiance was warm and inviting, encouraging visitors to explore.
6. UK's Department for Business and Trade
In August 2024, the UK’s Department for Business and Trade presented British beauty brands at the Beauty Showcase in Hangzhou, China. The 40.5 sqm Pavilion, designed by 5 Star Plus Retail Design, was created to promote the natural, clean, and ethical values of UK beauty products. The Pavilion featured display spaces for 14 brands, designed to attract and engage the rapidly growing Chinese market.
Inspired by traditional British apothecaries, the design combined classic elements with modern aesthetics. White surfaces, black metal accents, and foliage-inspired graphics created a clean, sophisticated space. Strategically placed greenery added a touch of vitality, connecting with both British and Chinese cultural elements. This thoughtful design made the Pavilion a key highlight of the showcase, effectively representing the quality and innovation of British beauty brands.
Conclusion
Each of these projects showcases the unique synergy between design innovation and brand identity, brought to life through our commitment to creating memorable and immersive experiences. From embracing elements of cultural heritage, as seen in the UK Pavilion, to capturing brand philosophy with minimalism and elegance in the Vienna Airport stand, we’ve had the privilege of bringing these diverse visions to life in distinctive and impactful ways. Our journey through these exhibition stands demonstrates the power of well-crafted design to capture attention, convey values, and create lasting impressions. As we continue to work with global brands to bring their visions to reality, we are excited to keep pushing creative boundaries and setting new standards in exhibition design.
If you’re interested in collaborating with us to create a unique, impactful exhibition stand for your brand, contact us to discuss how we can bring your vision to life.
