Thailand's Money Expo is an annual event where major financial institutions and corporations exhibit what they offer to the public. As the nature of this kind of business expo where companies in the same business exhibit similar products, exhibitors are competing to stand out from the crowd with their booth design.

However, their effort ends in the overdose of acrobatic structure, extreme form, excessive light and sound, which creates the monotonous landscape of self-assertion collectively.

This year's Bangkok Insurance booth design goal is no different, but with an opposite method in mind. The overwhelming structure is disassembled into furniture-like small objects with simple composition of boxes. Glitzy surfaces are replaced with the mixture of wood, marble, steel, and fabric texture. Furniture such as a sofa and display shelves are introduced for guests to drop by the booth, take a break and learn about the products on offer.

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This project is an experiment in alternating identity, in saturation with icon, ostentation, and extravagance.

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