nowledge is power – and a powerful design concept for Yeda Research and Development Co. Ltd. Based in Rehovot, Israel, Yeda (i.e., "knowledge" in Hebrew) is the commercial arm of the Weizmann Institute of Science, a world-renowned research center that has invented everything from amniocentesis to sophisticated laser systems for diamond cutting. In addition to licensing the Weizmann's inventions and protecting its intellectual property, Yeda identifies projects with income potential so the institute can ultimately fund additional research and development.

Thus, at the Israel Advanced Technology Industries BioMed show, Yeda needed an exhibit to generate awareness for the Weizmann and to foster interactions with scientists in hopes of finding new research initiatives.

Using "knowledge" as a concept, designers from RM Studio crafted an open, inviting space peppered with book- and education-based elements. Positioned aisle side, a reception desk and a waist-high counter were both supported by a clever stack of biology and physics books. "The books signified that knowledge is a pillar at the base of every scientific discovery," said Roni Moran, principal of RM Studio. Designers also embedded books in the walls of the 5-by-10-foot conference room, and it's exterior wall featured lengths of protruding white-laminate planks to suggest how knowledge is in a constant state of change.

Aside from a table and chairs near the conference-room entrance, along with four stools and a counter attached to one of the structure's walls, the exhibit's only other accents were various-size test tubes. Filled with colored water, they added an intriguing element to the otherwise white space.

While the design was clean and uncomplicated, Exhibit Design Awards judges felt it was far from simpleminded. "This exhibit proves cost-effective design can be book smart and design savvy at the same time." E