Creating Impact in a Compact Exhibition Space

VIETBEAUTY & COSMOBEAUTE VIETNAM 2026

EXHIBITION｜VIETBEAUTY & COSMOBEAUTE VIETNAM 2026
LOCATION｜Saigon Exhibition and Convention Center (SECC)
DATE｜July 23–25, 2026
CLIENT｜SUGANO CO.,LTD
BOOTH SIZE｜3mx3m
SERVICES｜Booth design・Graphic design・On-site support

ABOUT THE EXHIBITION

VIETBEAUTY & COSMOBEAUTE VIETNAM is one of Vietnam's leading trade exhibitions for the beauty industry, bringing together international brands and professionals from across the region.

Saigon Exhibition and Convention Center (SECC)

ABOUT THIS PROJECT, this was a special project for us, as both the brand and its products were completely new to the Vietnamese beauty market and the beauty industry in general. Therefore, the challenge was not simply to create an attractive booth, but to find a way to make the products quickly capture visitors’ attention within a compact space, while also creating enough trust and interest for potential distributors to actively explore the brand. At the same time, we aimed to help the brand establish recognition and generate interest from its very first appearance at the exhibition.

By taking the time to understand the company, its products, and the brand’s direction, we gradually developed a design approach tailored to the Vietnamese market — from the booth space, color palette, and graphic design to supporting printed materials, creating a cohesive and recognizable brand identity. Every element was carefully considered not only to communicate the brand image, but also to make the new products more approachable, memorable, and engaging for visitors.

Completed exhibition booth at Vietbeauty Cosmobeaute Vietnam 2026

On-site Built

This project reflects our approach to exhibition design — combining thoughtful planning, creative design, and hands-on on-site support to help international brands confidently present their products and establish their presence in Vietnam.

BOOTH DESIGN

EXHIBITION STAND

MEETING SPACE

With the booth located away from the main visitor aisle and within a relatively compact footprint, we carefully planned the layout to maximize the frontage and create a natural approach for visitors. The space was kept open, airy, and easily accessible, while a curved display counter was positioned along the aisle to bring visitors closer to the products. A dedicated meeting area was also arranged to provide a comfortable setting for business discussions while maintaining the open and welcoming atmosphere of the booth.

Project at Vietbeauty Cosmobeaute Vietnam 2026

Beyond the initial design, our team was also directly involved in refining the setup and display on site, from product positioning to individual presentation details, ensuring the overall space achieved the best possible visual impact in its actual exhibition environment. By combining a well-considered booth layout with hands-on on-site adjustments, we were able to make the products stand out and naturally spark visitors’ curiosity. For a new product being introduced to the market for the first time, seeing visitors stop, approach, and take an interest in the product was a particularly meaningful result for us.

GRAPHIC DESIGN - BRAND EXPERIENCE

For compact exhibition booths, visitors often have only a few seconds to decide whether to stop or step inside. Within that brief moment, the design needs to quickly answer three questions: What is the product? What are its key benefits? And what makes me want to stop and learn more?

Based on this idea, we developed a dedicated visual identity and graphic language for the booth, ensuring consistency across the color palette, graphics, and supporting printed materials. The space was designed with a bright color palette to create a clean, open, and gentle atmosphere while keeping the products visually prominent.

PANEL DESIGN

FLYER DESIGN

LOGO DESIGN

For us, however, the exhibition brand experience does not end with creating an attractive booth. Small touchpoints such as flyers, samples, and giveaways are also an important part of the design and brand experience. Through our experience working on exhibition projects in Japan, we have found that small gifts can create a positive impression and leave visitors with a memorable experience after visiting the booth. For this reason, we chose branded bags as giveaways — serving not only as gifts for visitors, but also as a form of mobile brand exposure as they carry the bags throughout the exhibition.

In particular, each flyer was designed with a dedicated space for attaching a product sample, allowing visitors to take the sample home and experience the product themselves. In this way, the brand touchpoint does not end when visitors leave the booth, but continues through printed materials, product samples, and branded items.

ON-SITE SUPPORT

Beyond impressive design, effective on-site support is essential to turning visual impact into real value. From construction supervision and detail inspection to on-site visitor engage ment and partner identification, we ensure the booth is fully prepared and professionally operated throughout the exhibition.

At the same time, professional visitor engage ment and the ability to identify and prioritize relevant potential partners on site help make consultation more efficient. This approach also ensures that information and contact details of potential distributors are properly collected, digitized, and handed over after the event, creating a clear foundation for contin ued business development beyond the exhibition.

OUR ROLE

Our role included booth design, graphic design, and on-site support, creating a cohesive exhibition space that effectively communicated the client’s brand while ensuring smooth coordination and execution throughout the exhibition.