Sense of Light: Setting the Tone at SpinExpo Shanghai

For the summer 2024 edition of SpinExpo Shanghai, Xinao needed to bring an expressive wool and cashmere collection into the strict geometry of its existing booth. The spatial system was already recognisable, but the new collection needed a presence of its own.

RACK worked closely with Xinao to identify what the new edition required: motion, atmosphere and a visual language drawn from the collection itself. Light, colour and moving image became the tools.

On a physical filming set, yarns and fibres met moving beams, reflections and trails of coloured light. The footage brought motion to the tactile qualities of the collection without losing sight of the materials themselves.

These images became a visual system for the booth. Colour, typography and movement shared the same language, making the media feel like part of the collection’s identity rather than content placed on screens.

Human presence appeared only in small touches. Brief figures introduced scale and the idea of the body without becoming the subject or taking attention away from the yarns.

Colour also helped visitors read the booth. Shifts in tone drew attention across the space and toward the central area, giving the journey a clear direction.

Here, visitors could spend time with the collection and begin informal conversations before moving into product details and sales.

Once again, Xinao’s stand became one of the visual landmarks of SpinExpo Shanghai. It drew attention around the collection, reinforced Xinao’s reputation as an industry trendsetter and created a visual identity designed to remain in memory beyond the fair.

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