The first ever China International Consumer Products Expo CICPE (Hainan Expo) presented Switzerland as the exclusive official Guest Country of Honor. 5 Star Plus Retail Design was assigned to design and execute the 200m2 Swiss National Pavilion which showcased 26 Swiss companies with more than 40 brands.
The objective of the design concept for the exhibition pavilion was to represent both traditional and modern aspects of Switzerland. Based on the unique, elongated floor plan, the space was divided into two main areas (animation area, exhibitor area) integrating three cubes with different functions and unique architectural features. The whole front space of the pavilion was planned as an experience resp. animation area, where visitors could experience different facets of Switzerland.
From far away, visitors were “greeted” and attracted towards the space by a beautiful Swiss Alpine landscape and a modern interpretation of wooden chalets which are found on Swiss mountain tops. When coming closer, people were encouraged to write a message of Sino-Swiss friendship onto a Swiss white cow that was branded with a projected Swiss flag logo. The cow sculpture and wall besides were decorated with original Swiss cow bells. In addition to the animal being a well-recognized icon of Switzerland, 2021 is also the Year of the Cow in China and is said to bring stability and prosperity. Directly behind, a photo backdrop with another beautiful Swiss landscape including a 3D bench and sign post invited visitors to sit down and take selfies.
The right side of the entrance of the pavilion was designed as a welcome area with a large welcome desk, Swiss flag and logos of the exhibiting Swiss brands. Flowing in a “C”-shape, the desk turned into a bar area below the chalet structure and an open kitchen space farther behind. While the back wall of the bar and chalet element evoked a slightly traditional feel, the enwrapping counter desk was designed to set a modern contrast in white with LED lighting accents. With the support of Swiss brands, the Swiss bar and kitchen area were created to become lively interaction points where food and beverage tastings could take place.
Further inside the Swiss National Pavilion, a pop-up store of Swatch created excitement. Six art canvases were designed by artists from Switzerland and China specifically for this event and visitors could select a part of a canvas and custom-print in order to create their own unique Swatch watch.
The core architectural design element of the exhibition pavilion was the event space enclosed by a custom-designed, 6 meters tall and abstract red metal structure, the “Swiss Cross Cube”, which was inspired by the Swiss national flag. From far away and the side alleys, people were greeted by the huge red sculpture with a cut out cross which allowed visitors to see inside the space. Transparency throughout the pavilion was a key consideration to remove psychological barriers and ensure that visitors can see what is happening inside different areas.
While most of the pavilion was finished with a beautiful wooden flooring, the event space was carpeted in red and supported by a high tech light & sound system and an LED screen to create dynamic and facilitate different event formats ranging from an opening ceremony to B2B meetings, media events, brand presentations and live streaming. This space was designed to be the most modern and dynamic part of the pavilion and to attract and retain both media and visitors.
The third cube behind the event space was designed as exhibitor area. 26 Swiss top companies from areas such as cosmetics, watches, luxury, art, fashion, home appliances, chocolate and beverages all took part in the event and exhibited their companies and products. Architecturally, this part of the pavilion was inspired by well-known typical Swiss mid-century architecture as created by Le Corbusier and Peter Zumthor. Cubic shapes, clean and minimalist lines, as well as large open glass and branding surfaces were features of this part of the exhibition stand design. In strategic areas, the event’s slogan “This is Swiss Quality. 瑞士品质 至臻完美”, the logo displaying the Swiss national flag, and stylized mountain shapes were applied for a modern and branded effect.
In addition to branding and storytelling aspects, much emphasis was given to visibility of the Swiss design from different sides as well as a certain openness to draw people inside and through the various areas. The color scheme of the pavilion included white, red, and some light grey accents. Key materials chosen for the project included natural wood for floor, chalet and selected branding areas, power coated clean surfaces for most of the furniture, steel and carpet in the event area, and branded glass shells for the VIP room and Swatch pop-up store.
Overall, it was an honor for 5 Star Plus Retail Design to take part in designing a national pavilion at the first-ever Hainan Exhibition. The four-day exhibition had more than 3,500 participating companies from 70 different countries and attracted more than 20,000 professional buyers. With tourism and duty free shopping increasing in Hainan province, the result of the Hainan Exhibition could be the first of many to come.
