Hatria stand by Paolo Cesaretti, Bologna – Italy

November 12th, 2013 by retail design blog

This stand design explores the idea of using the area limits as an exhibit space for Hatria’s product and philosophy. The perception from the outside deals with a procession of serial out-of-scale architectural boxes. Thin light cuts divide one box from the other allowing in-depth sights of inner space. A circulation loop leads the visitors to a complete walk from outside to inside the exhibition. Inside, a draping floor-to-ceiling curtain introduces to a private central area, a “stage” for the debut of new or work-in-progress top products.

Different concepts mix-up each time we re-work this exhibit architecture, ranging from organic environments to urban/industrial landscapes towards an abstract interpretation of the opposition inside/outside. Any time – using different colours, materials, light effects – a totally new atmosphere is achieved. Any time a new story has to be narrated: Hatria is the host, the products are the characters, the visitors are the audience. It is a theatrical space framing the plastic qualities of Hatria’s products and adding value to the brand’s communication.

Designed by Paolo Cesaretti
Project assistant: Laura Danieli
Photography by Stefano Stagni © Paolo+Stefano

http://europaconcorsi.com/projects/222674-Hatria-Cersaie-2005

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