NATURE.FUTURE.US.

The Lenzing Group, founder of the Tencel brand, commissioned us to design their booth for the 2024 TX Shanghai International Textile Fair. Tencel, a pioneer in sustainable textiles, has developed an innovative fiber made from recycled wood, blending ecology with high quality. Our challenge was to translate these values into a physical space that reflects the company’s commitment to a more responsible future.

The booth’s concept was based on the slogan NATURE.FUTURE.US, representing the unbreakable bond between nature, innovation, and community. This triad guided every design choice, transforming into a visual metaphor: the thread, a key element in textile production, became the protagonist of the space. A dynamic ribbon, rising, falling, and enveloping the entire booth, formed shelves, desks, and seating to display products and serve functional needs.

The idea of the thread inspired not only the aesthetics but also the visitor experience. The sinuous, welcoming ribbon guided attendees through different areas, showcasing Tencel’s range in a fluid and engaging way. Warm materials and natural textures echoed the organic origin of the fibers, while soft lines mirrored the movement of fabrics, creating a dialogue between product and space.

Special attention was given to material selection, even for a temporary installation. We chose sturdy, durable structures designed to be dismantled and reused in Lenzing’s headquarters showroom. Even the greenery was more than decoration: real plants, which after the fair would be replanted at the company’s headquarters, symbolized a continuous cycle of regeneration.

NATURE.FUTURE.US is more than a slogan—it’s a call to rethink our relationship with resources. The Tencel booth was a tangible example of how design, sustainability, and strategy can merge, using every material consciously and every resource wisely. Because the future is built today, by weaving together nature, innovation, and respect.