Hitachi came back to CES Las Vegas with a dedicated pavilion, marking a significant milestone for the brand. CES, one of the world's most influential tech events, showcases groundbreaking innovations across industries, from consumer electronics to mobility solutions. To bring their vision to life, Hitachi partnered with our team to design a space that would encapsulate their multifaceted expertise while maintaining a cohesive identity.

The design challenge

The challenge was to illustrate the breadth of Hitachi’s portfolio, spanning from transportation to advanced electronics, while reinforcing the brand’s overarching philosophy: the One Hitachi Strategy. This concept embodies unity, dynamism, and visibility, symbolizing how diverse solutions coexist under a singular, powerful brand identity. Our design response centered around the pavilion’s roof, conceived as a unifying architectural gesture. The striking red, sloped structure, composed of layered lamellas, evokes speed, innovation, and connectivity, visually tying together the various product demonstrations beneath it. The pavilion became a metaphorical shelter, bringing together technologies, clients, and users under one shared vision. The choice of red was not only a nod to Hitachi’s visual identity but also a strategic decision to create an iconic landmark within the CES environment. The layered lamellas, carefully arranged to reflect movement and progression, symbolize the company’s relentless pursuit of innovation and its forward-thinking approach.

Spatial immersive organization

The pavilion’s spatial organization further reinforced this concept of unity within diversity. Inside, the space brought to life its vision of a “harmonized society” through a series of themed Zones. Each Zone offers a glimpse into the future of mobility, energy, innovation, and industry — all powered by Hitachi’s innovative solutions, drawing visitors into an immersive journey through Hitachi’s diverse offerings. Integrated screens provided storytelling for each sector, transforming the space into an interactive experience rather than a static exhibition. 

Enhancing engagement

In addition to the product showcases, the pavilion featured a dedicated theater area with seating, designed for in-depth presentations and discussions. A private meeting room provided an intimate space for strategic conversations, while a hospitality zone served as a welcoming environment for networking, reinforcing the idea that technology thrives in human connection.

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uau design team

Gianluca Santosuosso

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‍Credits

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