Project Information
The 2023 Changsha International Construction Equipment Exhibition (CICEE), held in May 2023 at the Changsha International Convention and Exhibition Center
Services: overall booth concept planning, large-scale machinery layout design, 3D visualization, spatial rendering, brand visual identity integration
Services: overall booth concept planning, large-scale machinery layout design, 3D visualization, spatial rendering, brand visual identity integration
Design Highlights
As a global barometer for the construction machinery industry, CICEE 2023 required a forward-looking design approach. Towin New Thinking created a dual-zone exhibition master plan for SANY that perfectly balanced functional display with brand aesthetics in a virtual space. The outdoor area design featured a strategic lineup of concrete machinery, road equipment, and mining trucks, creating a simulated visual impact of industrial power. Meanwhile, the indoor area utilized immersive digital screen concepts and smart interaction zones to highlight SANY's digital transformation. The cohesive red-and-white design language reinforced the brand's identity as a global leader in intelligent manufacturing.
