The narrating project conceived by Migliore + Servetto Architects for the Region of Apulia builds, through its set up, a sort of “magnifying glass” on the local manufacturing excellence. It thus develops an immersive narration about the rich, territorial Apulian system, with two different declinations: in the space of Made Expo 2017 and at the Design Week 2017.

Highlighting up the most significant fragments which connote the heterogeneity of the territory and of the Apulian offer is the starting point. These elements, correlated with each other within two different structured compositions, generate two completely different discovering experiences, which are at the same time complementary one to another.

At Made Expo hence the local identity is shown up throughout a pigeonhole full of objects, materials, products, details, images, videos, lights and colors that are selected and recomposed in an univocal system. This system benefits the discover of Apulian production realities through a direct experience and in a constant dialogue between tradition and innovation.

At the core of the exhibition, the themes of discovering and experience are emphasized by the symbolic element of the hand, considered as the key tool for in-depth knowledge and discover by which the human beings interact with the surrounding environment, they know, produce, communicate and welcome.

On the other hand, at Design Week instead the individual identities are recomposed, within the exhibition space, in scenarios that are the results of the union of the companies’ excellence and local designers” knowledge. A succession of various evocative steps design an immersive, choral landscape that offers the opportunity to experience and to know all the treasures and the variety of this extraordinary region.

Narrative pathways are thus generated, full of cross-references and suggestions through which the concept of Apulian hospitality reverberates and expands in its most various declinations.

Design: Migliore + Servetto Architects
Photography: Leo Torri