Kyocera’s CTIA Booth Offers Tech, River Rocks and Butterflies
To communicate its new brand image to attendees of CTIA 2007, Kyocera Wireless played on the Japanese principal of In-Yo, or balance, and incorporated elements of Tatami architecture to portray the east-west duality and extend the concept to the interplay between nature and technology.
Natural materials such as zebra wood, wheat grass and tumbled river rock contrasted with high-gloss laminates and powder-coated metal throughout the booth space. To further push the idea of interplay between nature and technology, video monitors bordered the interior space, emerging like flower buds from beds of tumbled river rock. Other products also sat atop slender stems, emerging from tumbled river rock and wheat grass to create a high-tech garden. It all played off of Kyocera’s new brand imagery, featuring dandelions and butterflies projected on scrims and sheer mesh surfaces throughout the booth.
The contrasts inherent in In-Yo philosophy continued throughout the space—a contrast in lighting created through softly lit at-rest areas and brightly lit product display areas, a celebration of opposites through open areas that contrasted with enclosed private meeting spaces.
An interpretation of a traditional Tatami grid formed a contemporary red trellis. Simple statements such as “In the Moment,” “Right Now,” “Everyday” and “Anytime,” on color cubes suspended above each of the four product areas helped to identify how each of the products fits the consumer’s lifestyle. Ambient, eastern-influenced music filled the entire environment.