27 October 2014 / Events

Our back stage features. How does stand design highlight the product?

An event like Cersaie which features the launch of new products and requires long and demanding planning, focuses the attention of a large number of people, from attendees to organisers. We will examine in depth every aspect and detail of taking part in the show. Undoubtedly one of the most crucial aspects is the design of the stand.
This year Cooperativa Ceramica d’Imola called on the design experience of the architect Alessandro Bucci. In this brief interview he tells us about his concept behind the stand.

#Tell us about the concept behind the stand.

The idea behind the design is a composition of various levels that come together, flex and penetrate each other. Just like numerous folded sheets of paper that overlap on walls and ceilings, we have created a sequence of variously structured internal spaces and external facades.
The project could be divided in three concentric spatial areas: the external edge, the furnished spaces and the central nucleus. The final result is a composed structure of the external perimeter.

#What role does the colour white play in designing a stand?

White is absence, it’s the element against which the parts that must be highlighted and that must draw attention, stand out.
It is the pause between the space and what must be seen.
It’s like a musical score where white and black have specific roles.
The white is the pause that prepares you to reach the goal or panorama.

#How do you achieve the right balance between the neutral container space and the coloured contrasts of the product?

We achieved the correct chromatic mix by contrasting the internal colour of the boxes with the non-colour (white) of the common areas.
Visitors pass from the absence to the presence of colour thanks to the alternation between the white areas and the product. Every niche has been coloured with a shade of the walls, so that they match the colour charts of the product.
We have used both cold colours, such as grey and black, and warmer colours such as earth and dove grey.

#What architectonic and design strategies can you implement to entertain visitors in the stand?

And how do you avoid the claustrophobic effect that certain spaces, especially for important events, can create?

In order to capture the visitors’ interest we must create the effect of a journey and a mood that can lead the visitor to discover the space. To do this we must not bombard visitors with too much simultaneous information. Excessively open stands create a cacophonous effect, because there is no focus on the main elements.
It’s also true that an excessive closure generates a feeling of claustrophobia.
This is why the stand has been designed as a parade of boxes that can enclose the product and emphasize it to the maximum. There is an almost ‘peekaboo’ effect, a continuous exchange and reference between one area and the next.
A sort of preview that encourages and stimulates visitors to continue their journey.

#What about the furnishings?

Ceramic is in itself a poor product. One needs to create an atmosphere around it to increase its value and potential. The spaces must be decorated with furnishings that do not dominate the material and that do not create a strong contrast between ceramics and designer furniture, that rival for the visitors’ attention.
Therefore we have decided not to use strong and highly recognisable brands, but to follow an idea of contamination. The spaces have been decorated with furnishings that feature recycling and that mix materials and styles, which is one of the themes of the exhibition space.
The whole lit with the correct and precise lighting system that attractively and theatrically places the product centre stage.

#How did you focus on the essence of the 3 different stands (and relative brands)?

The three brands of the group distinguished themselves not only in terms of the products presented, but also in terms of the design concept.
ImolaCeramica is an intense explosion of colours and glazed surfaces, with a strong link with the coloured and living material that dominates the space.
The space itself is very abstract, with vertical staggered walls that act as theatre wings to create suspension and atmosphere.

LaFaenzaCeramcia is a brand whose aim is to introduce ceramics to visitors in a more intimate and warm way. By perceiving the essence of the product visitors approach the products and see its potential as furnishing, living and daily solutions.
The brand has the ability to excite visitors and make them want to live in the spaces recreated in the stand.

LeonardoCeramica: abstract concept. The brand has an ecological, green and earthy essence that harks back to the pure material (without glazes, prints or fluo colours). It can express itself with large areas of neutral colours associated with vertical walls. Extreme minimalism and rigour, material and green geometries have been alternated to better express the core values of the brand. The space features a strong architectonic feel.

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