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Category: Island Exhibit    Exhibitor: The Honest Company Inc.  Design:The Honest Company Inc., Santa Monica, CA, 888-862-8818, www.honest.com  Design/Fabrication:Studio Concepts Inc., Compton, CA, 310-223-0800, www.studioc-inc.com   Show: ABC Kids Expo, 2014  Budget: $80,000 – $149,000  Size: 20-by-20 feet

PHOTOs: Exposures Ltd.
Good Housekeeping
By Claire Walling

Spaces created with kid-centric aesthetics in mind require Herculean restraint in their design lest they become a jumbled mélange of cartoonish colors and over-the-top textures. But when designing a booth for The Honest Company Inc., Studio Concepts Inc. conceived a playfully appropriate yet artfully restrained space.

The design was anchored with a house-like structure, whose airy feel stemmed from a wood-beam frame roof and a pair of 3-foot-square windows along one wall. A strip of artificial turf in front of the booth's 12-foot-wide entrance created a faux front yard, and an adjacent 4.5-foot-wide facade, covered in synthetic boxwood, bore The Honest Company's logo in white cutout letters.

Studio Concepts may have built the house, so to speak, but it was Sarah Won, The Honest Company's visual merchandiser, who took the lead on the booth's interior design. The exhibit didn't just need to show off The Honest Company's vast product line in all of its natural, colorful glory; it also needed ample meeting space. "We wanted to treat every booth visitor as if we were welcoming a new friend into our home, so every meeting area was designed to be comfy and informal," Won said. Cheery, aqua-colored hutches held many of the company's cleaning solutions, soaps, and lotions, while other products were carefully placed on wall-mounted acrylic shelves.

"This could have gone so wrong," one Exhibit Design Awards judge said. "But the restraint and ability to maintain a level of sophistication made this little exhibit sing." By creating a home away from home that was equally appealing to adolescents as well as adults, designers playfully embodied The Honest Company's mission while simultaneously accommodating serious sit-down meetings. Now that's an honestly good design. E

Dapper Diapers
The Honest Company Inc.'s signature diapers, which come in a kaleidoscope of colors and patterns, received an art-gallery-like treatment inside its exhibit at the ABC Kids Expo. An 8-by-8-foot, double-sided display held 20 of its so-called "designer diapers" artfully mounted in matted picture frames.



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