Designing a Precise and Inviting Trade Show Experience for Electrolux
Electrolux HOTELEX Shanghai International Hospitality Equipment & Foodservice Expo Booth Design
For Electrolux at HOTELEX Shanghai, RDA designed a trade show environment that translates the brand's Scandinavian clarity into a focused professional conversation. The booth brings brand visual language, product presentation and visitor movement into one coherent experience, helping hospitality and foodservice audiences understand the precision, care and performance behind the technology.
Founded in Sweden, Electrolux is an international brand focused on home and professional appliance experiences. Its identity has been shaped by functional innovation, considered design and a lasting attention to the quality of everyday life. At HOTELEX Shanghai, the audience included professionals and decision-makers from hospitality, foodservice, baking and professional kitchens. The booth therefore needed to work as more than a product display: it had to become a clear interface between the brand and its industry. RDA translated Electrolux's restrained, precise and quality-led character into a connected experience system spanning product presentation, spatial structure and visitor movement. Clear entrance recognition, an ordered display framework, readable information hierarchy and open points for conversation help visitors understand the brand within the limited time of a trade show. Materials, colour and graphics remain purposeful, supporting the value of the products while keeping Electrolux visible, reliable and approachable in a dense exhibition environment.
- Trade show brand communication
- Booth and exhibition space design
- Product information and graphic communication
- Visitor experience and wayfinding planning
Brand Language
Electrolux's character is grounded in rationality, restraint and a continuing attention to quality of life. RDA translated this language into a spatial order for the exhibition: clear brand recognition, generous information interfaces and a graphic hierarchy built around product value.
Brand identity is not applied as decoration; it becomes the structure that organises information, controls the rhythm of viewing and builds professional trust.
Exhibition System
HOTELEX brings together hospitality, foodservice and professional kitchen audiences. The booth had to carry product presentation, industry exchange and brand impression at the same time. RDA used layered display structures and a continuous visual interface to keep different product lines connected while leaving the space open for conversation.
From long-distance recognition to close reading, each touchpoint supports a more effective brand exchange.
On-site Experience
A trade show is not a static brand image; it is an experience completed by people, products, information and space. RDA used an open yet ordered booth structure to keep Electrolux visible and legible in a dense exhibition environment while preserving a natural rhythm for professional conversations.
The result allows Electrolux's technical capability to be not only displayed, but understood as a reliable, precise and forward-looking professional experience.
Communication in Space
Information enters the visitor journey with restraint and clarity, creating a natural connection between the product, the brand and the professional context.
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RDA specializes in brand identity, commercial space design, and digital communication with a focus on essentialism and international design aesthetics. We create clear, emotionally resonant brands that support business growth across markets.
We build clear, distinctive design systems that help brands move with confidence across markets, spaces and communication touchpoints.
