The project
iFlytek, one of China's leading artificial intelligence companies, needed a stand that could communicate their technology with clarity and confidence in a highly competitive trade show environment. The challenge: make a tech brand feel approachable, premium and memorable — all within the constraints of a standard exhibition floor.
We developed the full concept from structural sketch to Vray-rendered production files. The design prioritised open sightlines, strong brand presence from a distance and immersive product demonstration zones up close.
The result was a stand that stood out on the floor — not through excess, but through precision. Clean geometry, considered lighting and a spatial flow that guided visitors naturally from first glance to conversation.
Design process
At 1,200m², the design challenge isn't just aesthetics — it's spatial strategy. How do you move thousands of visitors through a space, ensure every vehicle gets the right moment, and still make the whole thing feel like a coherent brand world? We develop the answer iteratively — sketch, 3D model, Vray render, refine — until the scale works for the brand, not against it.
The scale of this project required a design team that understood both spatial strategy and brand storytelling. Sugar delivered both. The concept for our Shanghai stand was bold, precise and genuinely world-class.
David Park
Head of Global Brand & Exhibitions, MG Motor International
