L’Oréal at Tax Free World Association -TFWA- Asia Pacific 2019

L’Oréal at Tax Free World Association -TFWA- Asia Pacific 2019


Agency: Kingsmen Exhibits

Client: L’Oréal Travel Retail Asia Pacific

Event Name: Tax Free World Association – TFWA – Asia Pacific 2019

Agency Website: www.kingsmen-int.com

The Brief

The concept for L’Oréal Travel Retail Asia Pacific’s booth at Tax Free World Association (TFWA) 2019 show was conceptualised around the idea of a sustainable, healthy and comfortable space.

It was vital that the sustainability consideration was met as it echoes a conscious and forward-thinking brand. The booth has to be fabricated through eco-friendly and recyclable materials that meets construction efficiency and modular functions for personalised layout.

The Solution

Every material and production details were carefully planned and executed in order to meet the design objective (eco-friendly and sustainability).

Recycled materials added to the construction of the booth while new materials will be repurposed for other projects or handled appropriately at the end of three years.

The Activation

To reassemble the structure for three consecutive years, dry junctions have been chosen for the purpose of repeated construction and deconstruction. Brands are featured on modular structures, designed to consume zero electricity.

Kingsmen also practised a careful selection of booth materials and finishing by using sustainable and recycled materials to minimise wastage, using green label water based paint instead of spray painting / laminate. Switching from the conventional methods and application, staple and nails have replaced the usage of glue and stickers.

By combining the above materials, Kingsmen omitted the use of toxic products and kept waste to a bare minimum. Eco-friendly materials, such as cotton and reclaimed wood, are used to construct furniture and walls with the intention to donate them to charitable organisations at the end of exhibition usage. Other sustainable initiatives include chair rental and usage of materials bearing the ‘Green Label Singapore’ scheme.

The Results

The fully reusable stand met all aspects of the L’Oréal Travel Retail Asia Pacific’s brief. With the aim to lead change to sustainable development in the Travel Retail channel, their sustainably efficient model stand at TFWA 2019 is a perfect example of L’Oréal Travel Retail Asia Pacific’s achievement to push their boundaries to operate sustainably with the objective of zero waste to landfill.