FOR IMMEDIATE RELEASE

Morita Wds 2023: A Groundbreaking Exhibition Booth Redefining Dental Industry Branding

Morita Wds 2023, conceptualized and designed by Shotaro Inahara, marks a significant departure from traditional exhibition booths by transforming the trade show experience into an engaging journey through Morita's history, values, and manufacturing excellence. Unlike previous years, where the focus was strictly on product promotion, this year's booth at the Yokohama dental show invited visitors to explore the stories, people, and processes behind Morita's renowned dental equipment. The booth's design emphasized transparency, both literally and figuratively, offering a behind-the-scenes look at product development and the company's commitment to quality.

Key features of the booth included a "MORITA MUSEUM" sign with side illumination, embedded partially in the wall to attract visitors from new perspectives. The booth's graphics were inspired by technical drawings, immersing attendees in the manufacturing process. Corner signage eschewed product names in favor of visitor-centric messaging, sparking curiosity and deeper engagement. A standout element was the use of scrap sheet metal with die-cut holes, allowing guests to peer into the booth and symbolizing the raw materials and craftsmanship at the heart of Morita's operations. All structural elements were assembled with screws, enabling easy disassembly and recycling, reinforcing the company's commitment to sustainability.

The design process was rooted in extensive research, including visits to Morita's manufacturing facilities and interviews with developers to capture the essence of the brand's dedication. The booth showcased disassembled product parts, transparent mechanism displays, and detailed dimensional expositions, giving visitors an unprecedented look at the intricacies of dental equipment design. This innovative approach not only strengthened Morita's brand identity but also fostered a deeper connection with visitors, turning them into brand advocates. The project's success was further validated by its recognition with the prestigious Silver A' Design Award, celebrating its technical mastery, artistic excellence, and positive impact on the industry.

-END-