Cloud-like comfort,
bestseller campo Sofa
CAMPO SOFA EVENT DESIGN
SEOUL DESIGN LIVING FAIR 2022
Senior Director: Sangmoo Hong
Project management, Ideation : Soyeon Kim
The best-selling 'Campo' sofa from the brand Casamia is known as the ultimate in comfort, with a slogan of 'cloud-like comfort.'
We conducted an exhibition booth ideation to represent our brand, focusing on this sofa. To ensure sustainability, the same idea was used for two consecutive exhibitions without being discarded.
Due to tight budget constraints, many flashy ideas were cut, but the most effective and intuitive design that could be expressed with minimal expenditure was chosen.
In line with the slogan of 'cloud-like comfort,' we aimed to create an association with lying on the sofa and seeing the sky, making the booth Instagrammable. Additionally, we used a fog machine to create a floating sensation when sitting or lying on the sofa.
Two final main ideations were considered:
one featuring a sofa under a starry night sky, and the other showcasing the same booth with a large ribbon, conveying the idea of purchasing the sofa as a gift. Choice 1 was ultimately selected for its simplicity.
Initial Ideation
Choice 1
Choice 2
Development
The concept began with a background reminiscent of sofas and clouds. The modular Campo sofa, known for its comfortable design suitable for Korean living culture, initially inspired a design showcasing various modular designs. However, this concept had a somewhat dull tendency, leading to the development of another idea, which is the "starry night sky booth."
During the event, cotton candy was provided inside invisible plastic bags featuring graphics related to the main theme. This initiative successfully captured people's attention, as potential customer parents could experience the sofa with their kids, young couples were attracted for social media opportunities, and the overall ambiance of fun and fairy tale was enhanced by the presence of clouds.
