Moonshot Cafe

Exhibition Booth for Takeshi Yoshida

This design is for the Japan Pavilion at the CES 2023, one of the largest technology conventions in the glove. It is inspired from simplicity and minimization, the fundamental concept of Zen, which Japan has always been with since ancient times. It’s rare to have a cafe, rather than having a normal exhibition booth in a convention. The space tries to become an oasis where the interaction begins. It also focuses on transparency and spaciousness since the ceiling of the venue is low. In addition, it has lots of green, showing the eco-friendship, reducing waste, and creating a cozy atmosphere.

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Moonshot Cafe by Takeshi Yoshida

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Exhibition Booth by Takeshi Yoshida

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Takeshi Yoshida Moonshot Cafe

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Takeshi Yoshida Exhibition Booth

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Takeshi Yoshida Designer Portrait Photo

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Moonshot Cafe Exhibition Booth Press Releases

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Moonshot Cafe Exhibition Booth Media Articles

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Unique Properties

First, it’s rare to have a cafe, rather than having a normal exhibition booth in a convention. The space tries to become an oasis where the conversation begins in a busy convention. Secondly, the space focuses on transparency and spaciousness since the ceiling of the venue is very low. Therefore, this space gets more attendees’ attention in the convention. Third, the space has lots of green, showing the eco-friendly attitude, reducing waste from exhibition, and creating a cozy atmosphere. Finally, the decoration art in the cafe counter is carefully chosen to show modern and latest Japan.

Tags

Zen, minimization, transparency, spaciousness, simplicity, exhibition design, convention, Japan, cafe,

Production Technology

The ceiling of the venue is very low so that transparency and spaciousness is one of the most important aspects to get attendees’ attention in a convention. Therefore, the design focuses on not using many walls and keeping the exhibition table height low. People can appreciate the unobstructed view from one end to the other in this space. In addition, in a technology themed convention, most booths use cold white lighting since the color of cold white might remind people of technology, however, the space intentionally uses warm white lighting to attract people and create a cozy atmosphere of a cafe.

Design Challenge

The biggest challenge is the height of the ceiling of the venue, which is very low and also the venue does not permit hanging from the ceiling, while hanging signs are one of the main tools to attract people who join conventions. In this situation, transparency and spaciousness is one of the most important aspects to motivate attendees to come to the area. Therefore, the design focuses on not using many walls and keeping the exhibition table height low. People can appreciate the unobstructed view from one end to the other in this space.

Project Duration

The project started in August 2022 in San Francisco and finished in January 2023 in Las Vegas, and was exhibited in CES 2023 in January 2023.

Operation Flow

Unlike the normal exhibition booth in a convention, people enjoy drinks and conversation in a cozy mingling lounge, which we named it Moonshot Cafe. The name is decided in the hope that moonshot, in other words, giant leap will come out from this space. One of the best ways to achieve the goal, appealing products and services to the world, is to create a space that would generate more conversation and interaction between exhibitors and participants. The more conversation and communication would eventually lead to the realization of the goal, creating a giant leap.

Research

In terms of design, how we can create more conversation and interaction in an exhibition booth is one of the biggest questions because the communication between exhibitor and attendee could create new business. Literature review and field work by joining other conventions has been done. The results improve the design, production and realization such as using white warm color lighting, music, aroma oil and green, transparency and spaciousness.

Inspiration

This design is for the Japan Pavilion at the CES 2023, one of the largest technology conventions in the glove. Therefore, it would be great if the design somehow makes people feel the uniqueness of Japan. The design is inspired from simplicity and minimization, the fundamental concept of Zen, which Japan has always been with since ancient times.

Project Overview

Moonshot Cafe Exhibition Booth has been a Silver winner in the Interior Space and Exhibition Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Image Credits

For design images and photos please credit Takeshi Yoshida.

Silver Recognition

Takeshi Yoshida was recognized with the coveted Silver A' Design Award in 2023, a testament to excellence of their work Moonshot Cafe Exhibition Booth.

Takeshi Yoshida Press Releases

Our press releases on Takeshi Yoshida and their work are made freely available for press members looking to add depth to their content. Now available: Immediate access to 2 press releases for journalists.

Moonshot Cafe: Redefining Convention Spaces with Japanese Zen

The Moonshot Cafe, designed by Takeshi Yoshida, is set to revolutionize the convention experience at CES 2023 with its unique blend of Japanese Zen and modern innovation.

Takeshi Yoshida Newsroom

Step into Takeshi Yoshida Newsroom for a showcase of exemplary design and recognized projects.