design magazine

Article by Eleftheria Athanasopoulou
Posted on January 09th, 2013
in Specials & Nendo

The exhibition space for the nominees of the 2012 ELLE DECO International Design Awards (EDIDA) at the Audi Forum in Tokyo, Japan, was designed by Nendo.

The simple visual message imparted within this design by the creative team of Oki Sato at NENDO, was dependent on human nature and aided by 60 cut out human figures. As a crowd of people in a real life situation generally works as a catalyst to attract more people into the situation, NENDO used this concept in order to guide visitors around the exhibition space.

In place of the usual exhibition stands for the nominees of the award, the spaces were defined by groups of the cut out ‘people’. Empty spaces acted as the corridors between ‘stands’ and in this way, visitors were directed from one space to another. An ingenious yet uncomplicated concept by NENDO which plays on human curiosity when confronted by a crowd scene.