HumCustom Factory Exhibition Hall by OAOA Studio

The HumCustom Factory Exhibition Hall by OAOA Studio explores the intersection of industrial efficiency, personalized production, and experiential design, reflecting the evolving needs of contemporary consumers. As society progresses and economic conditions improve, market demand has shifted from mass-produced uniform products toward customized, flexible solutions. HumCustom, an enterprise specializing in POD (Print-On-Demand) flexible supply chain solutions, responds to this shift by offering a complete one-stop service—from product selection and production to logistics and after-sales support. With a central factory spanning 16,000 square meters and 17 supporting plants, HumCustom can efficiently handle orders ranging from a single piece to tens of thousands, exemplifying the versatility required in modern manufacturing.

Inspiration and Concept

The name HumCustom draws inspiration from hummingbirds, of which over 300 species exist, each adorned with uniquely colored feathers. This metaphor emphasizes the brand’s commitment to individuality and customization. Just as each hummingbird is unique, every product leaving the HumCustom factory starts as a blank base—T-shirts, hats, bags, cups, pet supplies, and keychains—and is transformed through colors, patterns, and craft to meet diverse design requirements.

The exhibition hall serves primarily as an intuitive display space for overseas distributors, allowing them to experience firsthand the scope and diversity of HumCustom’s offerings, while simultaneously acting as a brand showcase. The design reflects the philosophy of the factory itself: products are modular, flexible, and ready to be transformed according to demand, creating a tangible link between the production process and the finished item.

Architectural Expression and Facade Design

The hall’s entrance and facade embody a sense of ritual and anticipation. The entrance boundary is recessed, leading visitors along a corridor defined by a central rubbed concrete wall, upon which the outlines of various blank products—hats, T-shirts, cups, bags, and sports equipment—are etched. This stark contrast between the white blank forms on the wall and the fully designed products on display through the glass interfaces emphasizes the transformational role of HumCustom’s factory. The spatial composition of the recessed boundary and the concrete wall establishes a buffer zone, creating a ceremonial transition from the exterior into the experiential interior.

The use of raw concrete and glass highlights the material authenticity of the building, reinforcing the factory’s identity as a site of production, transformation, and display. The architectural approach respects the industrial heritage of the site while establishing a clear narrative between process and product.

Spatial Organization and Circulation

To accommodate the brand’s growing and diverse product lines, the exhibition hall integrates a rear second floor for warehouse storage and office functions. Two staircases flanking the space, along with a second-floor walkway, create a circular circulation route that facilitates both staff operations and visitor engagement. The first floor serves as the main display area, where front and side walls are utilized as primary display interfaces. Functional pillars within the space serve as structural anchors and as bases for shelving, enabling flexible presentation of products in response to changing display needs.

A sunken section on the first floor enhances spatial comfort in the two-story rear area, while the visible steel structure, concrete floors, and masonry columns maintain the honest, industrial aesthetic of the factory. These architectural elements reflect the underlying philosophy of HumCustom: every component, like a blank product, is a base upon which unique patterns and designs are applied.

Display Strategy and Materiality

The exhibition hall combines display, circulation, and resting areas through carefully considered material choices and furniture design. Existing columns and beams are stripped to reveal authentic concrete surfaces, while a central steel frame structure supports a newly erected wall integrated into the circular circulation route. Furniture and lounge areas are crafted from reclaimed sponge materials, cut and spliced to create functional seating. Covering these with patterned fabrics mimics the factory process: a basic component transformed into a finished, personalized product.

The water bar doubles as both a refreshment station and a display area for cups, while stepped ceramic brick walkways provide comfort and accessibility throughout the multi-level space. Metal mesh racks, adjustable shelving, and integrated display areas allow products of varying sizes to be showcased dynamically, reflecting the factory’s adaptable production philosophy. Tall floor lamps extend the visual scale of the space while also serving as multifunctional display units for smaller items.

Experiential and Functional Design

The design of the HumCustom Exhibition Hall highlights flexibility, adaptability, and authenticity. Visitors experience the factory’s philosophy not only through the products on display but also through the architecture itself. The visible construction techniques, exposed materials, and functional design elements make the building a literal and metaphorical canvas for transformation, mirroring the factory’s role in producing customized goods.

Special exhibition areas, created through movable metal mesh elements, accommodate seasonal or festival displays, reinforcing the hall’s dynamic functionality. Throughout the space, every architectural decision—circulation, materiality, and display design—serves to communicate the essence of HumCustom, blending industrial realism with brand storytelling and immersive spatial experience.

Photography: Wen Studio