ACTIVATION / 01
Jujutsu Kaisen
A dark city scene, layered character graphics, and a circular entry give this world a high-contrast presence.
← ALL WORKEXPERIENTIAL DESIGN / PROJECT
AX26 Toho Booth.
Designing Anime Expo's flagship booth for 400,000+ attendees.
- CLIENT
- Toho Animation
- EVENT
- Anime Expo 2026
- COLLABORATOR
- Jeff Kelly
- ROLE
- Concept design · Spatial layout · 3D modeling
- TOOLS
- Blender · Rhino 3D · Photoshop
OVERVIEW
The Big Challenge
In the March of 2026, I was brought on to design the 3,000 sq. ft. booth for Toho Animation at Anime Expo 2026. Yes, the team behind incredibly big anime hits like Jujutsu Kaisen and My Hero Academia! We were tasked with the big challenge: designing a visually cohesive booth using Toho's brand identity while creating 5 unique identities for their featured IPs.
01 / Research & Direction
Finding the direction.
We prepared five proposals after studying earlier expo booths and what made them memorable. I developed linear sketches over 3D bases with feedback from Jeff Kelly and the team, then built the chosen direction as a full 3D model.
PROCESS / 01
Concept Sketches.
Iterative sketches test the entrances, display zones, and visitor paths.
PROCESS / 02
3D Bases.
Simple models helped test the booth's massing and circulation before the final look.
02 / Orthographics
Orthographic Views.
These views map the booth's entrances, signage, display zones, and central store before the final renders.
03 / Spatial Design
Building for the crowd.
The design drew on Japanese streets and Toho’s film heritage. Nearly tripling staff space addressed congestion from the previous booth while improving circulation around merchandise and visitor areas.
04 / ACTIVATION DESIGN
Designing the activations.
Each featured title needed a recognizable space of its own. I designed distinct scenic treatments for five anime worlds and a central store, while keeping the booth's arches, lighting, and street-inspired structure cohesive.
ACTIVATION / 02
My Hero Academia
Oversized hero artwork, stacked signage, and a bold entry arch make this zone visible across the booth.
ACTIVATION / 03
The Apothecary Diaries
A night-sky backdrop and a layered wooden display create a quieter scenic moment within the larger booth.
ACTIVATION / 04
Frieren
Blue, cave-like forms wrap the entrance and frame a scene from Frieren: Beyond Journey's End.
ACTIVATION / 05
Though I Am an Inept Villainess
Warm lanterns, red architectural details, and a theatrical interior give this activation its own atmosphere.
ACTIVATION / 06
Toho Store
The circular merchandise counter anchors the store and keeps apparel visible from the surrounding paths.
05 / Final Results
Final Results.
The finished booth brought the spatial design, anime worlds, merchandise, and visitor activations together on the Anime Expo floor.
