Organizing a massive sanitary ware and bathroom furniture exhibition in a small space needs a certain degree of confidence with the stage and a feel for the expectations of the audience. The designer finds himself in unstable balance directing a play with so many big characters within a limited plot. So some coup de theatre is necessary to keep the attention of the audience alive and reacting. For instance the solution is a palette of smooth colors - that wraps solid jagged geometries staging different families of products – in contrast with the deep all-black background. The same fragmented geometries lead the guests through a simple and fluid path. And if still in need of orientating themself in such a demanding environment the visitors who look more carefully to the graphic motif of the stand wide back walls will discover there an abstract treatment of what results to be a map of the displays. As in a acrobatic jump from the floor to the ceiling, the geometries of these impressive graphic work have a last leap onto a 3D grid composition of neon light tubes floating all over the stand space. Like in any theatre worth of respect a higher balcony gifts the guests with a bird-eye view of the whole installation.
creative direction | paolo cesaretti
design team | paolo cesaretti | debora palmieri | manuela mottareale | rami boushdid
visual design | claudia astarita
contractor | la bottega
photo | alexandra repp
client | kale group
trade show | ISH 2015 Frankfurt D
area | 153 sqm
