CP+ 2026 SIGMA booth

Our company was in charge of Sigma's displays booth at "CP+ 2026," the world premiere show for cameras and photographic imaging, held at Pacifico Yokohama.

Since its founding, Sigma has always maintained a deep respect for people's passion for expression, aiming to provide the best photographic tools to meet every need. One year after the announcement of our new visual identity, which returns to this origin and re-examines what Sigma is all about, the Sigma booth at CP+ 2026 was an attempt to visualize this new identity.

In this project, the "Made in Aizu, Japan" quality realized at the Aizu factory, our only production base, is used as the identity, and the philosophy of "The Art of engineering. Engineering for Art." is displayed in the booth. The aim was to create a space where visitors could intuitively feel our respect for and responsibility towards optical technology, design philosophy, and photographic culture.

In designing the booth, we reinterpreted "Japan" within the context of a comprehensive equipment displays. The booth's exterior is inspired by the concepts of "hashirama" (spaces between pillars) and "yorishiro" (objects that serve as vessels for spirits), while the ceiling features a fabric curtain installation that expresses "light transmission" and "layered lenses." This was realized through collaboration with lighting designer Yoshiki Ichikawa (AURORA Inc.). By randomly suspending translucent fabric curtains and illuminating them with moving lights, we created a scene reminiscent of the fantastical misty landscapes of Aizu, Sigma's home ground.

In the test shooting experience corner, we collaborated with Sawada concept design Studio to create artwork using waste materials generated during the manufacturing of aperture blades for interchangeable lenses. This artwork was presented as a subject for actually checking the lens performance.

Starting from the question, "Are textual information and explanatory illustrations truly indispensable for genuine brand understanding?", we aimed to create a memorable spatial experience by stripping away explanatory functions to the bare minimum, extracting only the most important physical brand embodiment value.
 

*Event period: February 26, 2026 - March 1, 2026