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CLIENT
LG CHEM

Exec. Creative Direction
Roy An
 

GRAPHIC DESIGN LEAD

Sun Yoon

 

BOOTH Design
JW Lee

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K 2025, the world’s No.1 plastics and rubber trade fair held in Düsseldorf, Germany, gathered over 3,000 exhibitors and 175,000 visitors from 60+ countries over eight days.

 

LG Chem's seven application industries were curated to clearly communicate each businesses' message through distinctive colours and product presentations. This cohesive visual language extended across spatial design, digital interfaces, printed materials, and hospitality.

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PROPOSAL DESIGN
VISUAL BRANDING
ART DIRECTION
ON-SITE MNGM.

The booth achieved an average satisfaction score of 4.8/5, with over 5,400 media reactions reflecting strong engagement.

LG Chem transitioned from a material-based to an industry-focused design, visualizing its key business areas through simplified graphics.

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