We have managed to interpret the brand spirit of Estée Lauder Companies by using architectural language in the ELC pavilion at the China International Import Expo II. The pavilion was a cube from the outside, being divided into separate areas inside to display ELC’s corporate culture and the 19 brands. The overall layout, which was developed from a grid system, turned out to be a dynamic one with rounded corners after deliberate discussions.
The whole partition system, which was the essential part to the spatial form, was cut into two parts vertically, with the translucent acrylic part on the top while the transparent part on the bottom. The idea was to make the structural system visually invisible to the full extent on the premise of structural security.
When observed from a distance, the pavilion was like a pure crystal with thousands of facets. The delicacy of transparent acrylic together with the softness of translucent acrylic demonstrated the definition of beauty given by ELC which is: to be tender and wise, to be delicate and graceful. The pureness of the acrylic cube tolerated and included everything. It also went well with the theme of the ELC CIIE II: Made of prestige.
