TENCEL™ at Intertextile Shanghai

Overview

Led the conceptual direction and experience strategy for the TENCEL™ booth at Intertextile Shanghai 2024, introducing the refreshed global brand theme "Nature. Future. Us." at one of the world's largest textile trade fairs. Directed a booth experience that went beyond product display — translating the brand's commitment to sustainability and collaboration into immersive storytelling, material demonstrations, and engagement touchpoints that connected meaningfully with designers, mills, and industry stakeholders across Asia.