Lee Kum Kee · Exhibition & spatial
Anuga 2026.
The brief
Anuga is the biggest food trade fair in the world. Lee Kum Kee needed a stand that read as a global player without losing the heritage that makes the brand worth stocking.
The approach
The organising idea is “Flavours that bind” — the sauce as the connector between cuisines, and the brand as a global gateway to superior Asian flavours.
The plan opens rather than encloses: a central meeting counter, product walls that display the range like a library, a world map anchoring the global claim, and the 1888 plaque held as the proof point it is. Colour does the wayfinding — the heritage palette applied at architectural scale.
Flavours that bind. Since 1888.
Where it landed
A stand designed to work at distance and up close — legible across a crowded hall, and detailed enough to hold a buyer conversation once they're in it.