Paul Xiaopu Wang

Paul Xiaopu Wang

New York, NY, US


Chobani Modular Tradeshow Booth

_reconfigurable modular booth design for chobani’s tradeshows
_multiple tradeshow events nationwide
_150 sq.ft. to 1000 sq.ft.
_de-yan_new york 2018

Chobani was going through a complete rebranding phase when the marketing team came to DE-YAN for a trade show booth design that can be deployed to multiple US cities in the next 5 years. Just like how Chobani pivots its business into a food and lifestyle brand rather than only focuses on yogurt and beverages, the modular booth we designed for Chobani pivots from traditional trade show booth’s advertisement oriented scheme and highlights the experience of engagement, joy, and being a part of the community.

A true modular and interchangeable system requires all of its components to be individually finished at its highest quality, easy to load-in and operate, durable, scalable, and visually coherence at any given site.  It is particularly challenging when food safety, ADA, egress, power grid, user experience, structural analysis, and site-specific requirements are all mixed in together. The game-changing decision we made was to bring in the Chobani Chefs who will be serving at these events and to use their first-person opinions to untangle the intertwined concerns and restrictions.  

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Status: Built
Location: Chicago, IL, US
My Role: #design lead #pm #test fit #sd set #dd set #environmental graphic #rendering #ca
Additional Credits: Design Team #dejan jovanovic #stefan djordjevic #nikola denic #luke guyer
Fabrication #czarnowski