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Modular Retail & Fabrication

Naked Dough

The Naked Dough Pop-Up Booth reimagines the mobile retail stall as a piece of adaptive, road-ready hardware. Built as a system of wheeled flight-case modules, it folds down for transport and unfolds into a tiered display counter crowned by an illuminated signage box — bold, deployable, and unmistakably its own.

Cherry-red woodgrain panels, brushed aluminium extrusion, and glowing acrylic edges give the booth an industrial confidence, engineered alongside ICOE to move, lock, and light up wherever it lands.

Design Direction
Norman Hartono
Build and Design Team
ICOE Indonesia
The full modular Naked Dough pop-up booth — an illuminated red acrylic NAKED DOUGH signage box mounted on aluminium poles above a trapezoidal wheeled display cabinet with an angled glass front and timber shelving, beside a second lower red flight-case module

01 — Interiors / Spatial Design

Spatial Design

The assembled Naked Dough booth — an illuminated red acrylic NAKED DOUGH header on poles above a trapezoidal red flight-case display cart with an angled glass display front, internal timber shelves, aluminium framing and locking casters
A single closed Naked Dough module — trapezoidal red flight-case cart with glowing white NAKED DOUGH lettering, an orange-lit red acrylic side panel and aluminium-extrusion frame on braked swivel casters
Extreme close-up of the booth's top corner — aluminium extrusion frame, stainless hinge, red woodgrain panels, a glowing orange acrylic edge and partial NAK… signage
Close-up of the booth base — red woodgrain panels, aluminium extrusion rail and stainless locking swivel casters on a white floor

Long Division × F&B

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