It is the 2019 Living Fair experiential branding project where the brand philosophy of 'Plus Minus Zero' brand is introduced and the products are displayed. 'Plus Minus Zero' is a brand that comes from the meaning ‘a balance maintained in all directions so that it does not overflow or fall short from the starting point of 0.’ We derived the concept ‘Without Border’ to express the philosophy of 'Plus Minus Zero', and implemented brand experience design that encompasses all mediums including spatial directing and signage design, and applications like goods and leaflets.

Booth Design

The overall space was designed with a semitransparent material in accordance with the concept, ‘Without Border’ and varied experiences were induced with an organic curved layout.  In addition, the space design emphasized the blank space and white color and naturally merged the space and the products so that the customers can recognize 'Plus Minus Zero' as a ‘brand’ with a philosophy, not simply just the products. 

Applications Design

Various application designs that optimize the brand experience were created as an extension of the spatial concept. The eco bag that is made from a semitransparent material looks like the material that makes up the space, so it induces consistent brand experiences and interest, and the leaflet and signage that describe the products are hidden here and there in the space so it encourages exploration and discovery. Through these applications, people can gain more dimensional experiences and even recognize 'Plus Minus Zero' as an organic brand.