Showboom SS24

In September, Shenzhen stages its fashion week, gathering global fashion resources and setting trends in a city striving to become a global fashion capital. As a major event within the art exhibition section, the Showboom Art Festival spreads an artistic current across every corner of the city. Rito again partnered with Showboom, contributing space planning, space design, environmental graphics and visual identity extension to empower Shenzhen Fashion Week and create a new art trend that fuses art, creativity and fashion for the city. The scope covered the exhibition entrance portal, forum area, live-streaming zone, spatial details, visual extension, wayfinding system, on-site presentation, themed pavilions and designer-brand exhibition areas. The service categories encompassed visual extension, space wayfinding, space design and space planning. Creative director Feng Zhifeng led the design team, with Cui Jianwei's team responsible for the main visual and Rito designers Lin Zejia, Shao Yingying, Feng Shihao, Yu Kang and Cai Ruoheng executing the work. The event was held at OCAT B10 and organised by Bomei Group. Rito's intervention positions the festival as more than a trade show: through integrated environmental graphics and spatial narrative, it turns the exhibition hall into a coherent cultural experience that extends Shenzhen's fashion identity into the urban public realm. The project demonstrates how graphic and spatial design can work together to give a fashion week a unified, memorable atmosphere that visitors encounter as they move through pavilions, forums and live-streaming sets. Project details are limited in the source material.