Adris Pavilion at WMF by Brigada, Rovinj – Croatia

November 30th, 2013 by retail design blog

Brigada developed the concept for an exhibition of Adris Group’s multiple-award-winning annual reports, realized over the past ten years in association with Bruketa & Žinić OM, at this year’s Weekend Media Festival.

With the exhibition of its annual reports, Adris Group wanted to show what it has accomplished in the ten years since its establishment in an informative way. At the same time, the goal of the exhibition was to demonstrate that traditional economic solutions are no longer sufficient for global companies. Today, knowledge and technology are expected, so only creativity can add value and create an advantage. In this sense, Adris Group tries to work in partnership with the best and take a more creative approach to economic challenges.

For the exhibition, held in a former tobacco factory, Brigada installed ten white cylinders, each functioning as a “mini pavilion” presenting one annual report. On the exterior of each cylinder, important events associated with that year were listed, while on the inside, the specific design of the annual report was displayed. By “entering” a mini pavilion, visitors created their own micro space where they could briefly get away from the bustle of the festival and view the exhibition in peace. Visitors who refrained from ducking inside were able to view the presented materials in circular mirrors placed on the floor underneath each cylinder.

The ceiling of the pavilion was filled with hundreds of enlarged, printed pages from all ten annual reports that, suspended from a specially devised substructure, created a unique texture evocative of the tobacco leaves that used to hang in the space while drying. Light filtering through the sheets of paper created a “dematerialization” of the ceiling surface while at the same time allowing visitors to study whichever page caught their interest.

Specially designed lights hidden within each cylinder illuminated the sheets of paper with printed visuals, while the mirrors on the floor reflected light onto the ceiling. At the end of the pavilion, accent spotlights highlighted a panel carrying Adris Group’s message.

Brigada presented Adris Group’s annual reports in a different way, exhibiting not only the innovative design of the reports themselves, but also their contents. The classic way of exhibiting books in a gallery setting was not suitable for this type of festival, as small-format books would be overshadowed by their surroundings and their content would remain hidden. This way, festival attendees could see illustrations or read interesting facts even in passing, while those who had a little more time on their hands could journey through the entire chronology of Adris Group’s development over the past ten years.

Brigada / Damjan Geber (Creative Director), Marina Brletić (Architect), Katarina Perić, Dominik Cergna (Designers)
Bruketa&Žinić OM / Davor Bruketa, Nikola Žinić, Miran Tomičić (Creative Director), Zrinka Jugec (Account Director), Vesna Đurašin (Production Manager), Radovan Radičević (DTP)
Adris grupa / Predrag Grubić (Director of Corporate Communication)
Domagoj Blažević (Photographer)
Pustike d.o.o. (Production)

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