The project involves the construction of a booth for “PITTI IMMAGINE UOMO”, one of the most important international exhibitions dedicated to “fashion for man” held annually in Florence. The client, active in the clothing sector and in particular in the production of jackets, had just renewed the brand identity by offering more modern and casual garments. The project interprets this brand style change with a booth that proposes a domestic atmosphere on one side like a cross-section of a house and on the other it alludes to a post-industrial language; gray rough plaster for the walls, resin of the same shade for the floor and a more than six meters cabinet for the open-on-two-sides booth. The custom made cabinet shows recycled and different drawers that remind a vintage feel and it is illuminated by a number of warm incandescent lamps from the fifties. The jackets are backed randomly, just as when you return home, some of them on shelves, others on the cabinet. The result is similar to a photo shoot, designed to attract the attention of visitors. The idea has been so successful that the booth has been reused for three consecutive years.
Client: SWISS CHRISS – BLACKBOARD
Place: Florence, Italy
Type: exhibition booth
Surface: 25.5 sq.m.
Status: built in 2011, used from 2011 to 2013