JAPANTEX 2010 TOSO booth | Hirasawa Futoshi

‘Sublation’is a concept proposed by the German philosopher Georg Wilhelm Friedrich Hegel in his dialectic, whereby the appearance of the new and the denial of the old does not lead to the complete abandonment of the latter, rather that some elements possessed by the old are actively maintained at a new and high level.For this year’s Toso booth design, we pruned some parts from the ‘Static’ booth we experimented with at Japantex last year, positioning it in the form of ‘sublation’, modeling it on Toso’s constantly evolving product line, and complying all of Toso’s ‘product mind’ into the design. Toho’s product line is comprised of window products which enrich our lifestyles. Placing your focus on the wall which stands next to the window, you will see that while the wall has changed considerably through time, you can feel the tradition and its special Japanese air of transience, so it could be called the ‘Sublation Wall’. The ‘Sublation Wall’ screening the periphery of the booth has an edgy form representing evolution and the spirit of innovation. It rises up from the front in a tapered fashion, allowing the contents of the booth to be exhibited in a gentle manner. The walls on either side are in an asymmetrical form which evokes the feeling of change not present in the 'preestablished harmony'. In order to showcase the products to the greatest extent, the whole corner of the interior is blacked out, an arrangement which allows one to fully appreciate the textures, colors and feeling of pure transparency of the products. We felt that by using the‘Sublation Wall’and bringing out the appeal of the products to the greatest possible extent, the focus could be placed not just on the products themselves but on creating consciousness of the stance and the dignified air of the maker, thus helping to boost maker presence and the image of the company’s all-round strength in the area of window surroundings.