AN EXHIBITION OF 100% REUSABLE MATERIALS by NHN CORPORATION for Nhn

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AN EXHIBITION OF 100% REUSABLE MATERIALS

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Industry Shows, Events & Festivals
Media Design & Branding
Market South Korea
Agency NHN CORPORATION
Designer Hyeon-Jeong Park
Released November 1999

Credits & Description

Category: Exhibitions & Live Events
Advertiser: NHN CORPORATION
Product/Service: EXHIBITION: NEVER DESIGN YOUR GREEN THINKING
Agency: NHN CORPORATION
Creative Director/Head Of Marketing Center: Jo Hang Soo (Nhn Corp.)
Project Director/Chief Designer: Kim Seung Eon (Nhn Corp.)
Project Manager/Lead Designer: Jang Tae Kyung (Nhn Corp.)
Space Design/Graphic Design/Lead Designer: Park Yun Hee (Nhn Corp.)
Space Design/Graphic Design/Senior Designer: Ohk Hye Won (Nhn Corp.)
Mobile Site/Senior Designer: Park Jeong Ho (Nhn Corp.)
Planner/Lead Marketer: Lee Soo Kyeong (Nhn Corp.)
Planner/Senior Marketer: Lee Chang Hun (Nhn Corp.)
Planner/Marketer: Park Seon Ok (Nhn Corp.)
Motion Design/Designer: Park Hyeon (Nhn Corp.)
Media placement: Exhibition - Seoul Design Festival - 14 Dec 2011 - 18 Dec 2011

Describe the brief from the client
Through this eco-friendly exhibition, we aim to build an image as an environmentally conscious company that actively contributes to environmental preservation, and to promote the importance of environmental protection among all participants.

Describe the challenges and key objectives
Challenges:
The Seoul Design Festival, held in Korea every year, proposed that Naver should host an environment-themed exhibition in association with 20 young Korean designers in 2011. Firstly, we had to find a way to design the booth in an eco-friendly manner and to minimise the enormous amount of waste normally generated after an exhibition. Would there be a way to reduce the environmental impact during the preparation stage and contribute to environmental preservation even after the exhibition ended?
Key Objectives:
We designed the booth with materials that are 100% reusable so no material was wasted after the show.

Describe how you arrived at the final design
1. The booths were composed of a minimal amount of non-chemically treated wooden frames in lieu of wooden walls. The wooden frames were not cut or processed, to ensure reusability.
2. Felt was used, instead of metal or plastic, to cover the exterior of the booth.
3. The floor was covered with non-treated plywood instead of carpet or marble to facilitate dismantling and reuse.
4. The exhibits were printed out on uncut paper to minimise waste.

Give some indication of how successful the outcome was in the market
The felt from the exhibition was made into SDF recycled eco-bags and sold to the public. The proceeds were donated to an environmental organisation. The wooden frames and plywood flooring were donated to a social enterprise that manufactures furniture. The production costs of the booth were reduced by one third thanks to the design and installation centred on the reuse. The total number of visitors reached roughly 60,000, and pertinent blog posts totalled nearly 130. The exhibition was the talk of the town with many dignitaries attending, who all supported Naver’s mission to reduce the environmental impact of the exhibition.