Designing Autec's 2025 NRA booth

From a long and respected history in electronic innovation, Autec was the fortuitous product of an inspired team. We began our journey in 1962 as Audio-Technica, an audio equipment manufacturer based in Tokyo, Japan with the mission to revolutionize sound quality. Always seeking to inspire growth and innovation, the company empowered its employees to constantly think outside the box and look for opportunity to pioneer new ideas in any industry. In the early1980’s, an employee submitted a toy sushi maker for children as a concept. Though a fun and amusing design, its real potential lay in the idea it spawned. In 1984, AUTEC was born from the passion to revolutionize the sushi industry with the world’s first automatic sushi robots.

Today, AUTEC continues to embrace creativity with a line of exceptional robots that encourage restauranteurs to explore and bring to life new culinary creations while perfecting existing traditions. AUTEC has extended its global reach to over 50 countries and its sushi robot line has expanded to include Nigiri robots, Maki robots, Omusubi robots, sushi rice mixers, and sushi conveyor belts with the mission to empower users with efficiency, consistency, and outstanding quality.

"To provide meaningful architecture is not to parody history but to articulate it." - Daniel Libeskind

When commissioned to design Autec's 2025 NRA (National Restaurant Association) booth for the Chicago show, it was essential to understand and appreciate the brand's history of being birthed by such an icon in the audio equipment space. The very ideology that made Audio Technica a overwhelming success is the same inspirational mindset that drove the company to explore and innovate what is perhaps Japan's most recognizable staple food, sushi. Integrating design elements inspired by Audio Technica's precision manufacturing and musical history, the booth sees elements of turntables, mood lighting, acrylic, vinyl and chrome.

But storytelling doesn’t stop with the first impression. In fact, that’s just the beginning. Brands that understand the long-term value of storytelling build deeper, ongoing connections with their audiences. By evolving their narrative and responding to customer feedback, they create a living story — one that grows and adapts just like their audience does.

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