Home Pride! L’Oréal x NUS DID

(from the press release)

For the third time L’Oréal Travel Retail Asia Pacific has collaborated with the Division of Industrial Design, NUS on Platform open to students from their second year onwards.

The theme of the first platform was: “Perfume and Cosmetics design for Men”, whilst the theme of the second platform was: “A Modular System for Cosmetics Display & Road Show”. And finally the theme of the third platform was :“to design the exhibition stand of L’Oréal (22 brands represented ) for the TFWA fair at the Marina Bay Sands in May 2015”.

For this project, students were encouraged to explore state-of the-art technologies and experiment with recycled materials to propose cutting-edge designs. The winning team has hands-on experience in the development and the construction of the project in Marina Bay Sands.

Following these three platforms, six DID students were awarded a six months internship at the
L’Oréal Travel Retail Asia Pacific office in Hong Kong. At the end of their internships, all of them received the opportunity to join the L’Oréal team as full-time designers.

The students had to take into consideration a professional brief with various variables and constraints as well as take into account the corporate identity of the L’Oreal group. The strict schedule compelled them to be ready to present their work for the respective phases of the design process. This project is also for the students, not only an opportunity to master the use of two and three dimensional tools (2D, 3D CAD and model making) but also a chance to develop their self-confidence and communication skills in presenting in a public context. L’Oréal Travel Retail received 7 strong projects which addressed the design brief.
The aim of this project is to design an exhibition stand for L’Oréal Travel Retail Asia Pacific to be used during the Tax Free World Asia Pacific Exhibition 2015, held in Marina Bay Sands Singapore.

The stand, with a height limit of four meter, covers an area of 20 meter by 15 meter. It will be located in the middle of the fair. This means that there will be human traffic on all four sides of it. L’Oréal Travel Retail Asia Pacific will be showcasing 22 brands’ products during this exhibition. It is required that each brand is allocated a discussion area and gets an equal amount of exposure. The design also has to include three meeting rooms, each with a capacity of 10 people.

To achieve the requirements, a modular system was implemented. The exhibition is mainly made up of 19 modular structures, each representing a different brand. On the inside of each modular structure, there is an internal product display area and a discussion area. This ensures easy access to products during discussions. On the outside, each modular structure has its brand’s logo engraved on the facets. External product display was also attached to the outside of the modular structure to facilitate meetings held outside it. By strategically arranging the modular structures, three galleries were created. The exhibition stand design ensures that all the modular structures can be seen from outside the stand. As such, each brand’s engraved logo is exposed to viewers outside the exhibition booth. This is also a representation of L’Oréal’s leadership status in the beauty industry.

Inside the exhibition, visitors are also able to see the engravings of the logos on the other side of the modular structures. This helps in the straightforward identification of each brand. The main circulation is a walk-through of the three galleries, made up of the modular structures. The secondary circulation is in the middle of the exhibition stand, where informal meetings can be held.

The exhibition booth is also designed in such a way that people on the outside has an idea of where the meeting rooms and each brand is.



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