Golden Print [EN]: Chapter 293

Exhibition design is a type of design that deals with spaces. But it’s different from other space designs, especially in what designers need to create.

What does ‘scope’ mean here? It’s not about the physical size of the space.

Instead, ‘scope’ here means *everything* exhibition designers must create.

Woojin explained, “When designing a space, we usually start by thinking about what it will be used for.”

“But exhibition designers also have to plan some of what goes *inside* the space.”

For example, imagine designing a cosmetics store.

The designer makes the store appealing and helps customers feel good about the space. They also make sure the client is happy.

Exhibition designers can think about even more things.

They can include anything that fits the exhibition’s theme and entertains visitors.

This includes mini-games, social media events, and hands-on activities.

All of this planning connects to the design of the space. Everything is part of exhibition design.

Woojin continued, “So, at WJ Studio, we thought ‘spatial freedom’ was most important when designing the exhibition space.”

Several exhibition design experts nodded in agreement.

“I tried not to limit the space to one purpose within the exhibition booth,” Woojin added.

Woojin had many concerns while designing the space. These concerns helped him grow, and his presentation flowed smoothly.

“But not defining the purpose of the space doesn’t mean leaving it empty,” Woojin explained.

Woojin’s presentation continued, following his thought process.

“A completely blank space isn’t good design.”

Woojin shared his concerns and explained how he reached his conclusions, gaining the audience’s understanding.

“So, instead of filling the space with my own ideas, I decided to create different options for the designers who will use this space.”

He called these “various options” spaces with different setups.

Woojin clicked the laser pointer, and images of the exhibition spaces he designed began to appear, starting with Sector A.

One space was huge, stretching out like a giant colosseum.

Another space was open at the top, with a ceiling over ten meters high, like a Gothic church.

There was also a long, winding tunnel-like space.

“Now, if you go through the C sector exhibition hall in this zone…”

Woojin explained the layout of the space. The audience felt like they were walking through Woojin’s design, like visitors at the exhibition.

After about ten minutes of explaining the exhibition hall’s interior, Woojin said,

“So, when you follow the path through all the exhibition booths, the final space you’ll find is…”

Click-

As the last image appeared on the screen, Lucas, who had been very interested, exclaimed, “Hmm… ?”

Lucas sat in his seat, enjoying Woojin’s presentation.

It included everything needed for good design and architecture, from the design idea to the look and feel, and even how people would use the space. Lucas, also a designer, was impressed.

He felt like he was experiencing Woojin’s design process himself.

In a way, Lucas felt satisfied as a designer through Woojin’s work.

He was very pleased.

Both Jacob’s and Woojin’s presentations were better than he had expected.

‘This is the best design presentation I’ve seen this year,’ he thought.

But as Lucas watched Woojin’s presentation, he suddenly became confused.

‘What is the purpose of this space? Is it a plaza?’

Following Woojin’s design, he found a space with a strange structure.

It was a large square in the center of the convention center, which you would reach after going through all the exhibition sectors. It could lead to any direction, but it was blocked off by clear glass walls.

Lucas was puzzled by this design.

He checked the floor plan he had received from WJ Studio.

‘Why didn’t I notice this before?’

The floor plan showed a completely isolated space, just like the image on the screen.

‘Why would they block off this space, which should be the center of everything?’

Lucas was confused because the space was so unexpected, but also very beautiful.

The unique glass structure created a geometric shape as it wound around the space.

Sunlight shone through the open ceiling, reflecting off the transparent structure.

‘Could someone who designs spaces this well really not understand how people move through the space?’ he wondered.

That didn’t seem possible.

So Lucas waited for Woojin to explain.

Woojin had already noticed their confusion.

“I’ve mentioned this several times during today’s presentation,” Woojin said, pointing to the screen.

“If I had to describe the convention center I designed in one sentence, it would be: ‘the harmony of softness and strength, extremes combined.'”

Woojin repeated the main idea behind his design.

Then, he began to explain the ‘reason’ that the judges, including Lucas, were curious about.

“So, maybe this atrium was just my desire as a designer.”

The judges’ eyes widened, and Woojin continued.

“It’s a meeting point for extremes. In this space, I had to balance the design more than anywhere else. But I also wanted to clearly show the two opposite ideas of softness and strength.”

“I wanted everyone who visits this space to remember these two ideas.”

Woojin paused, as if his throat was dry. The room was silent.

Everyone waited for Woojin to continue.

“I’ve had the chance to explain my design to you today. But most people who visit this convention center in the future won’t have that chance.”

The judges were now focused on the screen, not on Woojin.

Lucas was among them.

“So, I wanted to send a ‘message’ to the people who will use this convention center.”

Lucas finally understood Woojin’s idea.

‘By showing disharmony in a space that everyone has to experience… is he emphasizing the harmony of the other spaces?’

After understanding Woojin’s intention, Lucas felt a chill.

The design of the space, which wasn’t obvious at first, now stood out clearly against the isolated square.

‘Should I call this selfish design, or genius?’

Woojin’s convention center showed its most distinct design features at the extremes, but the design had to be neutral in the middle where they met. This neutral design could easily become boring.

So, Woojin added a point of interest in the center of the convention center, a place that everyone would see.

“I agree that architecture should be convenient and serve its purpose,” Woojin said.

Everyone focused on Woojin again.

“But if we can make the space more beautiful by intentionally making it different, I think that’s also a valid design choice.”

Woojin then said what he wanted to say most.

“Because people visit convention centers to ‘experience beauty’.”

Woojin showed all the exhibition booths again, ending with the isolated space.

Woojin looked relieved and moved on to the next screen.

The audience widened their eyes.

The screens showed the exhibition spaces again, but this time with designs for a motor show.

“Ooh… !”

“To use those spaces like that…”

“If a real motor show were held there, it would be really cool, wouldn’t it?”

Woojin didn’t say anything as he showed the screens, but no one was disappointed.

He had already explained his design, and the images were satisfying enough.

When the last screen appeared, Woojin said,

“My presentation ends here. Thank you for your time.”

The conference room was filled with applause.