The Spanish studio VXLAB developed a complete branding & stand design project for Finzzi: the new coverings brand that brings to the industry a wide range of high performance and sustainable materials. From the naming to the final exhibition stand, the studio managed Finzzi’s brand launch in the trade fair Domotex 2018 (Hannover). The architecture design of the stand has a clear vertical component due to its impressive 6,5 m height.
That verticality was intentionally marked in the product display wall and also in the design of the modular shelving that rises and reaches the ceiling. This shelving and also the central element of the space, the table, were custom designed elements. Having not only a practical function in the stand but also being unique and special components.
Finzzi truly believes in the added value of design, so the interior design was focused in communication and all the decoration details of the stand to reflect the brand attributes and the visual identity of Finzzi. In the interior of the stand the corporate green & black colours were applied in the product display wall, table and shelving modules. Custom copper bars were created for the shelving structure and that corporate copper was also present in the suspension lamps and other decoration elements of the shelving.
But definitely the attention was focused on the mockups placed in the outside. Three mockups with product placement and some elements fully painted in corporate orange. Under the concept “reinventing i classici” the studio expressed the connections that exist between Finzzi and the Italian knowhow. The result were three scenes that reflected 3 attributes of the brand: innovation, creativity and design. Those attributes were related with the Italian cinema, literature and tailoring.
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