At CES 2025, the intelligent cleaning brand NARWAL made a heavyweight debut with its core products and innovative technologies, completing its proactive attack on the brand narrative in the North American market. Behind this wonderful presentation on the global stage, ‘FORMS’, as a full process space design and overseas delivery partner, undertakes the full chain role from brand display experience strategy to on-site execution.
We are well aware that the key pain point for cross-border brands in overseas exhibitions is never whether the booth is good-looking enough, but how to truly establish brand awareness in the target market. This project is not only a presentation of spatial aesthetics, but also a brand output solution for the international market.
Project Challenge: Translating “Chinese Tech Aesthetic” into a Global Visual Language
NARWAL hopes to showcase its technological leadership in the field of intelligent cleaning and strengthen global market awareness through CES. But as a Chinese brand deeply rooted in technology, it needs a space design team that can tell the brand story well, convey product strength, and establish a trust impression in an international perspective.
The role of “FORMS Fangshi” is not just to “create a beautiful exhibition booth”, but to serve as a global strategic space consultant, building a communication bridge between the brand and the global audience.
Strategic Design: A Condensed Brand World within a Limited Space
The entire exhibition booth revolves around three key words, from design language to flow logic: recognition, immersion, and narrative power.
Brand recognition system: We have restructured the NARWAL visual anchor point, which provides a clear visual and prominent product location, and can complete “knowing what this is” within 3 seconds. Enable the audience to recognize the brand at a glance in the main channel; Cooperate with the “NEW RELEASE” area to form a hotspot focus.
Space experience rhythm: Starting from the dynamic lighting device, the visiting rhythm is activated, and both the product demonstration and explanation positions avoid the main visual area, maintaining a layered sense of rhythm and gradually guiding users to delve deeper, simulating the spatial metaphor of “cleaning path”.
Dual emphasis on product and scenario: For different product lines, we have set up “functional deconstruction area” and “application scenario area” to transform technological advantages into perceptible life scenarios.
All of this is aimed at establishing a clear understanding and favorable association of the Yunjing brand among global audiences in just a few minutes of stay.
Service system: Go beyond superficial design and create a one-stop delivery system
Compared to the initial ‘conceptual strategy design’, the more difficult aspect is’ how to implement the design overseas’.
FORMS Fangshi provides Yunjing with a complete end-to-end and replicable CES exhibition delivery solution, covering every aspect from early-stage strategy, drawing deepening, structural prefabrication to on-site construction and communication linkage. We refer to this system as the ‘Global Outbound Execution System’, which is backed by a composite team familiar with the Chinese manufacturing chain and overseas exhibition logic.
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