Our second collaboration with Hino Mexico took place in Mexico City, putting a spotlight on Hino’s Total Support philosophy through a different lens. The concept of the booth was “Industrial & Sustainable” — visually expressing Hino’s products and services that provide practical and long-term value for both the environment and customers’ businesses. We continued to feature used vehicle parts from Hino’s Total Support program, now on pedestals with varying heights for visitors to actually touch by hand.
This year’s booth featured the “boxes” Hino uses for replacement vehicle parts — every element was designed as a black box, integrating logos and functions. This approach grew out of lessons learned at the previous expo in Guadalajara. Since the trade show booths typically have many miscellaneous elements like logos, promotional goods, and generic stands and furniture supporting them, this booth aimed to integrate as many of those elements in “boxes” as possible to achieve a cohesive and unusually polished look as a motor show booth.
To maximize visibility in the large expo hall, we proposed a combination of hanging chains made of 100% recyclable aluminum, paired with “boxes” at coordinated heights. The chains at varying lengths create a three-dimensional canopy, enhancing the height above the presentation area and meeting tables.
This was definitely a challenge for the contractor — especially since this booth needed to be built in one day. Learning from the previous experience with the booth builder, our drawing set included not only standard types of plans and elevations, but also numbers for every single chain and pedestal. Through unconventional documentation, we achieved the three-dimensional chain canopy without any advanced fabrication tools.
Clients and Collaborators:
Hino México HINO MÉXICO – Camiones Hino, Calidad y Rendimiento
Local Execution: Concept Lounge
Branding & Graphics: Heybrandz
