The brief was to design a large 22 x 12m (264sqm) internal island stand for the Engines Division that provided a dramatic Launch Pad for Kubota to showcase its capabilities.

 

The brief incorporated maximising the full potential of the excellent hall position to maximise the flow on and around the stand and to provide feature areas for a series of product displays, innovation and technology demonstrations with two soundproof air-conditioned meeting spaces with AV support.  

 

Another request was  - we don’t want anyone to miss us! 

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Our response was to first look closely at their competitors. It was vitally important that whatever we proposed did not follow any of the trends or design directions of these companies and provided real difference. Secondly, we looked closely and in depth at Kubota itself and its heritage.

 

What we came up with, was startling, and was definitely not what they were expecting!

 

However, during our discussion it became apparent that after hearing our explanation as to why we had designed this concept, that this would provide them with everything they had asked for as well as a completely new and fresh approach. It was considered so unusual and perhaps controversial that it was referred to board level in Japan for approval.