Astoria Prima

Concept, Booth Design, Visual Merchandising, Installation, Production
Cosmobeaute 2023 - Jakarta Convention Center
Interior Designer - Melissa Ardani

Astoria Prima is a manufacturing company that focuses on creating beauty products, specifically skincare and decorative items. The goal is to design a booth to showcase Astoria Prima's products and create strong brand awareness using their signature color, red maroon. As Astoria primarily operates in a B2B (business-to-business) setting, the aim is to design a booth that combines a professional appearance with a lounge ambiance, prominently featuring the bold red color. Named "The Bold Lounge," the goal is to provide a comfortable and trendy design. Using bold elements with bright colors will create a cozy and welcoming atmosphere, while adding rounded details to give a touch of elegance.

The challenge in designing this project lies in striking a balance between maintaining a professional appearance while infusing a more contemporary and current design. The incorporation of rounded details adds a trendy aesthetic without compromising the project's overall professionalism. The dominant cream color serves to brighten the booth's ambiance, while the use of their signature color for the racks and flooring makes a bold statement about the brand. To introduce a unique twist, a stainless steel texture has been applied. This approach aligns with current design trends while keeping the design simple and modern, ensuring a professional look and feel throughout the project.

To enhance the booth's welcoming ambiance and create the illusion of more space, key features have been implemented. The introduction of mirrors lends an expansive feel, making the booth appear more extensive than it is. Additionally, the open ceiling design not only contributes to the sense of spaciousness but also infuses a warm and inviting atmosphere. The layout is optimized by keeping both entrances wide open, allowing visitors to seamlessly explore all sides of the booth, ensuring a hospitable and accessible experience.