Step inside the brand

URC’s exhibition presence needed to communicate the character of its properties. The opportunity was to let visitors encounter that character through a familiar residential journey.

I organised the stand around the spaces of an apartment: living room, lounge, balcony, and kitchen. Moving through those settings allowed scale, atmosphere, and spatial flow to tell the property story.

I led the concept and zoning, defining the sequence of spaces and how visitors would move between them. Moodboards established the visual direction, while close involvement in 3D development helped refine proportions, circulation, and detailing.

I also created the graphics and proposal, keeping the presentation of the idea consistent with the environment it described.

The resulting concept used the experience of moving through a home to give the exhibition a clear, recognisable narrative.