Twisting the Rules: A Transparent Booth for Schott
Designing for the Rules — and Then Bending Them
At the China International Import Expo (CIIE), SCHOTT found themselves in a hall full of consumer electronics heavyweights. The challenge: build a booth that draws attention—while staying within the strict transparency regulations of the event. With their slogan “Pioneering the Impossible” as our creative north star, we proposed something radical: a structure inspired by the Möbius strip, symbolizing continuity, innovation, and depth.
The final design featured a sideways room and an upside-down room, giving the illusion of a continuous twist — while keeping within transparency constraints.
Built within near-invisible boundaries, the booth became a striking physical metaphor for SCHOTT’s boundary-pushing innovations.
Space for Innovation
Each of SCHOTT’s business units—ranging from kitchen tech to outer space applications—received its own dedicated space along the loop. This layout allowed for clear storytelling, while maintaining a cohesive, elegant structure that encouraged exploration without overwhelming the visitor.
Why it Worked
In a space where most played it safe, SCHOTT dared to twist the rules—and we helped them design the structure to match.
