The challenge
Igarashi Seihako, a leading Japanese design company, needed a sustainable, modular, and reusable exhibition concept for the NEWNORMALNEWSTANDARD4 showcase at Salone del Mobile 2024 in Milan. The design had to be:
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Lightweight and easy to transport internationally
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Visually striking to highlight material innovation
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Reusable across multiple locations without compromising quality
The solution
Re-board® was selected as the ideal material due to its strength, versatility, and recyclability. The exhibition stand was entirely constructed from Re-board, processed in Japan and then shipped to Italy for assembly. The modular design allowed it to be disassembled and reused for exhibitions in Tokyo and Osaka.
Kasaneru means "stacking" in Japanese - a concept that inspired both the design and philosophy of the installation. The exhibition highlighted the layered structure of Re-board®, creating a striking stacked effect that showcased the material’s strength and lightweight properties.
One key feature of the project was the "Kasaneru" stool, developed in collaboration with product designers. The structure demonstrated how Re-board can be both functional and artistic, offering a unique, layered aesthetic.
The installation also incorporated ArakawaGrip wire suspension fixtures, enabling a floating effect that showcased Re-board® in an innovative way. By cutting the edges at an angle, the exposed Re-board® core became a key design element, adding depth and texture.
The result
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A 100% reusable exhibition stand: Successfully used in Milan, then repurposed for Tokyo and Osaka.
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Sustainable and circular design: Reduced material waste while maintaining high-impact visuals.
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Enhanced brand storytelling: The floating display concept and stacked elements highlighted Re-board’s unique structure and recyclability.
References:
https://newnormalnew.com
