Smart City: A Visionary Exhibition Design by Michele Berdugo

Exploring the Future of Urban Living Through Innovative Design

The inspiration for Smart City came from the pressing issues of our time: the growing global population, environmental changes, and the shrinking amount of livable space on Earth. Berdugo's solution? A vertical city, a concept that not only addresses these challenges but also embodies the spirit of innovation and sustainability.

Smart City stands out for its unique properties. The design project covered an expansive 3000m2 area, creating an immersive experience for visitors. The theme of sustainability and innovation was stamped throughout the exhibition, from the registration hall to the VIP lounge, the conference stages, and the Gala event venue.

The realization of this design was a feat in itself. To avoid heavy weight hanging, materials like aluminum, plexiglass, and mesh were used to create all hanging and geometric elements. The furniture, props, lighting, and LED screens were hired, while personalized and printed carpets covered the exhibition hall flooring. Installations made out of greenery and vegetal were spread out all over, adding a touch of nature to the futuristic cityscape.

The design also had to be interactive and engaging. The flow starts with a modern registration and welcoming hall, where LED light designs, decorative gates, and large size installations draw the attention of the visitor. Inside the exhibition hall, dramatic lighting and interactive experiences enable a heightened visual storytelling experience. A hall for speakers with a mix of urban sustainable and futuristic look was accessible from the exhibition space.

The project, which ran for three days in February 2020, was located at the Tel Aviv Fairground in Tel Aviv, Israel. The design process took four months, from initial briefing to onsite completion. The most challenging part was finding a design concept different from any previous design concept used for this fair. The design had to heighten the public perception and awareness of the MUNIEXPO.

The Smart City design was awarded Golden in A' Interior Space, Retail and Exhibition Design Award in 2021. This prestigious accolade is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.