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Client：
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The Chanllenges
Selling high-end cinema lenses is purely experiential. Attendees need to mount the lens, pull focus, and see the image on a monitor. The challenge was to accommodate multiple heavy cinema camera rigs and hundreds of visitors in a 20x20 space without it feeling cluttered. DZOFILM also needed to integrate their sub-brand "Thypoch" distinctly without breaking the overall aesthetic continuity.
Design VS Reality
We adopted a "Matte Black Skeleton" design language. Instead of solid walls that block views, we built a robust post-and-beam structure that defined the booth's volume while keeping sightlines 100% open. To provide a subject for lens testing, we built a massive "DZOFILM Orange" feature wall. This bold color block served two purposes: it acted as a visual beacon across the hall and provided a challenging, high-saturation subject for testing lens color rendition.
The Live Shooting Set
The heart of the booth. Professional cinema cameras are mounted on dollies and tripods, pointed at the "Orange Box." Overhead monitors display the live feed, allowing crowds to see the optical performance without needing to look through the viewfinder.
The Skeleton Structure
The 12-foot high black aluminum structure gives the booth a commanding presence. It functions as a utility grid, supporting heavy track lighting and hanging signage, keeping the floor clear of cables and stands.
Hands-On Lens Bar
For lenses not mounted on cameras, we provided open tables with natural wood tops. This invited attendees to pick up the "Pavo" and "Gnosis" lenses to feel their build quality, weight, and mechanics physically.
Thypoch Sub-Brand Zone
Tucked into the back corner is a dedicated "Shop-in-Shop" for Thypoch. Using solid black walls and distinct "Eureka" branding, this area creates a separate identity for their vintage-inspired photo lenses while remaining connected to the main structure.
Key Design Features & Show Floor Presence
High-Contrast Aesthetics
Open-Frame Architecture
Live Video Feedback
Distinct Sub-Brand Zoning
Visit to Big Buddha & Wat Chalong temple
The Impact
Queues for Camera Demos
Color in Central Hall
Debut of Pavo Anamorphic
to Premium Cinema Tier
From the Lead Designer:
"For DZOFILM, we wanted the booth to disappear so the image could speak. That's why we chose black. It absorbs light and lets the orange accent wall pop. It’s not just a booth; it’s a stage. The structure frames the activity inside just like a camera viewfinder frames a scene."
FAQ: Designing for Photography & Video Shows :
Q1: Why use an open-frame structure instead of walls?
A: Visibility and Access. In a 20x20 island, solid walls block lines of sight. An open frame defines the "territory" and provides mounting points for lights and TVs without creating a fortress. It invites people to step in from all angles.
Q2: Why is the color orange so prominent?
A: Testing Subject. Besides being a brand color, orange is critical for testing Skin Tone Reproduction. Having a large, color-accurate orange surface allows cinematographers to see how the lens handles warm tones and contrast.
Q3: How do you secure expensive lenses in an open booth?
A: Strategic Staffing & Layout. While we keep some lenses loose for tactile feel, the most expensive rigs are mounted on tripods that are heavy and hard to move. We position the demo tables centrally so staff can monitor all interactions 360 degrees.
Q4: How to handle lighting for product displays?
A: Spotlight vs. Ambient. We use focused track lighting (3000K-4000K) to hit the lenses on the tables, making the glass elements sparkle. The rest of the booth is kept slightly darker to allow the monitors to appear brighter and sharper.
Q5: Can you integrate two brands in a 20x20 space?
A: Yes. The key is Zoning. As seen with the "Thypoch" section, we used a corner of the booth and applied a different texture (solid black wall vs. open air) to signal a change in identity, creating a "shop-in-shop" experience.
