Highlighting company philosophy even more than products
By contrast, ITOKI’s booth left a strong impression precisely because it deliberately chose not to showcase products. Instead, what was on display were piles of industrial waste materials and recycled resources from various sectors that the company plans to adopt as materials in future production. Rather than presenting finished products, the exhibition communicated the company’s thinking by showing reuse of materials as a step preceding the manufacturing process itself.
In the future, furniture manufacturers will be asked for more than just beauty of form or ease of use. Questions of which materials are chosen, where they come from, and how they are handled after use are gaining in importance. By showcasing company philosophy instead of products, the booth left a powerful impression on visitors. The surprise factor in discovering that items such as convenience store uniforms and protective masking tape could be recycled into new materials made that philosophy all the more memorable.
This year also featured a special exhibition presenting circular materials and circular approaches to manufacturing. The use of natural and recycled materials and manufacturing designed around reuse and recycling are no longer special initiatives but rather important ways for companies to demonstrate their values. Sustainability is not a constraint; it is a starting point for creativity.
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