To create an architectural mise-en-scène that doesn’t merely showcase the product but transforms the exhibition into a metaphor for the brand — complete with a route, a narrative, a travel atmosphere, and a recognizable aesthetic code.
The concept was built as a parallel reality — a “Belgian Express” on the Moscow–Ostend route.
The booth mimicked luxury train cars with compartments, restaurant zones, upholstered walls, and a curated mix of Orac’s bestsellers and new releases.
Decor elements and the overall exhibition formed a cinematic universe where each visitor became a passenger, and each viewpoint — a page from an unwritten novel.
Orac was not just the commissioner but also the project’s cultural compass — its Belgian heritage and reverence for interior design as an art form became guiding principles in the creation of the stand.
The idea was inspired by the legendary Orient Express, conceived by Belgian engineer Georges Nagelmackers — a fitting tribute to Orac’s origins. This transformed into “Orac Express”: a space where travel becomes a stage.
The train becomes a metaphor for elegance, speed, mystery, and cultural connection.
Every design decision echoes vintage luxury — wall panels, textiles, compartment geometry, lighting ambiance, and rhythmic transitions.
The full design was developed and realized in just four months, with careful attention to material junctions and construction details.
Compartments were assembled with high precision, furniture was selected in the style of retro express trains, and lounge zones featured visual references to classic European railcars.
Lighting and ambient sound design played a key role in evoking the sensation of soft motion.
Lighting and ambient sound design played a key role in evoking the sensation of soft motion.
This project was more than a booth — it was a cultural stage. It fused architecture, theater, and branding into one expressive environment.
The atmosphere of “Orac Express” allowed the product to speak not through words, but through emotion. The audience responded: social media buzz, stories, and enthusiastic reviews made it one of the exhibition’s most talked-about spaces.
The “Most Original Stand” award formalized its success — but the true achievement was creating a route people wished they could travel again.
