The Space Pavilion at the Berlin Air Show 2022 faced the challenge of representing a diverse group of 30 industry partners, including the main players DLR and ESA, as well as the industry partners including Airbus, Jena Optronik, Thales and others. The need was for a cohesive design that would satisfy all stakeholders and attract significant visitor engagement. Without an effective and immersive exhibition design, the Space Pavilion would risk failing to represent the collective industry accurately, leading to dissatisfaction among partners and a missed opportunity to inspire future missions. This could have resulted in reduced visitor engagement and diminished industry impact.

As Creative Director, I spearheaded the pitch and design development, coordinating monthly meetings with all partners to ensure consensus and directing communication to make everyone feel equally heard and valued. The focus was on creating a design that reflected the industry's claims and inspiring future missions. Managed the scope, design, budget, and timeline of the project. Initiated brainstorming sessions with the design team and partners, developed the conceptual and design platforms, and ensured the efficient execution of design. The role included overseeing layouts for review and approval, guiding the creative process, and maintaining high production quality.

The air show attracted 72,500 visitors from 80 countries over four days, featuring an immersive exhibition, stunning artifact showcases, and an all encompassing stage program at the core of the exhibition space. The Space Pavilion was recognized for its innovative and immersive design, winning the top story award for Brand Experience in the Trade Fair Design Annual 2022/23 publication. The success of the Space Pavilion solidified Ad Modum GmbH's reputation for delivering high-quality, impactful exhibition designs. This prestigious recognition highlighted our ability to turn strategic goals into design solutions, ultimately enhancing the brand identity “Space for Earth” and attracting future high-profile projects.

[This project achievement was accomplished as Creative Director while full-time employed by Ad Modum GmbH]

With my guidance, TRIAD Berlin aimed to enhance its portfolio with high-profile exhibitions for the FIFA World Cup in Moscow and Paris, sponsored by Hyundai and managed by the FIFA Heritage Museum. The challenge was to manage cultural nuances and deliver content in a way that resonated with diverse audiences. Failure to deliver a successful exhibition could have led to a damaged reputation and lost opportunities for future high-profile projects. It would have also resulted in missed chances to engage visitors and stakeholders effectively.

As Senior Designer, I led the design and execution of the exhibitions. Handling all content and design deliverables, maintaining budget control, and overseeing production quality, as well as, managing client interactions and ensuring cultural differences were respected and valued. I controlled the scope, design, budget, and timeline, initiating brainstorming sessions, managing the creative process, and ensuring high-quality execution. I presented design ideas and handled important signoff milestones with stakeholders from Korea and Switzerland.

The exhibitions both achieved up to 2,500-3,000 daily visitors, maintaining high production quality and budget control, the first built in Moscow, the second built in Paris as a freestanding pavilion. The project enhanced TRIAD Berlin's prestigious client list and demonstrated my ability to handle complex, culturally diverse projects, offering great success to both client parties, FIFA and Hyundai. The FIFA World Cup exhibitions strengthened TRIAD Berlin's market position, showcasing our expertise in exhibition design and our ability to manage multi-disciplinary and multi-cultural teams. This success led to further high-profile opportunities and solidified the reputation for delivering exceptional client experiences.

[This project achievement was accomplished as Senior Exhibition Designer while full-time employed by TRIAD Berlin]

Before my involvement, PICO Group was not known for stunning exhibitions and was aiming at expanding its presence beyond tradeshow booths by securing large-scale exhibition contracts, such as the Singapore Botanic Gardens pitch. Without securing this contract, PICO would have missed the opportunity to showcase its capabilities in museum-like exhibitions, potentially limiting future high-profile projects and client relationships.

As Exhibition Designer and later Lead Designer, I led the design and pricing strategy for the Singapore Botanic Gardens pitch. I managed client interactions, directed the creative process, and ensured the content and design met industry standards. I initiated brainstorming sessions, developed conceptual and design platforms, and ensured the efficient execution of design, production, budget, and timeline. I managed high-level client interactions, including communication with the team of former Prime Minister Lee Kuan Yew and secured the first large-scale exhibition contract for PICO, leading to six consecutive high-profile exhibitions and a 3-year exclusive design and build contract with the Singapore Botanic Gardens. Additionally, I secured a long-lasting relationship with the Ministry of Home Affairs for their Home Team Gallery museum.

This success transformed PICO's presence in the industry, showcasing our capability beyond tradeshow booths to delivering museum-quality exhibitions. These high-profile projects and long-term client relationships established PICO as a leader in exhibition design, leading to additional prestigious projects and exclusive contracts.

During my time at PICO, I was awarded the opportunity to exhibit two projects consecutively in the museum experience design category at Singapore Design Week. Both projects were recognized for outstanding interior exhibition design, content depth, and high visitor engagement, further demonstrating our design excellence and solidifying our reputation in the industry.

[This project achievement was accomplished as Lead Designer while full-time employed by PICO Group]