At the 2024 Heating, Ventilating, Air-Conditioning, and Refrigerating Expo, Carrier Japan Corp. had a story to tell. The show marked the Japanese heating and air-conditioning company's first public appearance since it transitioned from Toshiba Carrier into part of the larger U.S.-based Carrier Corp.. So while Carrier Japan's exhibit needed a full-on rebrand to portray a broader cultural perspective, the structure also had to embody its story of East meets West.

Designed and fabricated by Hakuten Corp., the exhibit was a 50-by-60-foot sculptural metaphor for transformation that jurors called “evolutionary.” Anchored by white exterior walls featuring oversized 3-D English keywords, the minimalist façade exuded global ambition and visual clarity.

Inside the footprint, the exhibit shifted in tone and texture. Bathed in Carrier's blue hue, the interior walls displayed Japanese words expressing employee insights about the company's values. This bilingual interplay, with English on the exterior and Japanese inside, created a visual dialogue between external global aspirations and internal company culture.

In keeping with its subtle messaging, the exhibit used sculptural form, color contrast, and language as its storytelling tools. Similarly, a restrained product footprint left space for reflection, allowing the reimagined brand to speak through design rather than display.

“We wanted the architecture to make transformation tangible through simplicity and contrast,” said lead designer Kodai Fukuchi. “Our goal was a space that spoke both to the world and to the heart of the company.” E