Alias @ Salone del Mobile 2017
The booth
Created to accompany Alias
at the upcoming design exhibitions, the stand embodies an innovative
architectural concept, designed to play a decisive role in the company's
communication strategy by giving tangible form to the spirit and the deepest
values of the brand.Conceived within the
framework of a highly ambitious development plan encompassing products,
communication and the sales network, the stand designed by architects Renato
Stauffacher and Andrea Sanguineti is a veritable “building”, with highly advanced
technical contents and great communication potential.
The concept is a modular
structure, which can be fully disassembled and will readily adapt to different
dimensions (in terms of area and height), overcoming the notion of “disposable
stands” as are commonly used at trade fair events.
An exhibition place
designed like a veritable product, reflecting the company’s technological
expertise in making use of advanced construction materials to achieve optimal
results in terms of aesthetics and sustainability.The project contemplates a
self-supporting structure, which is solid but visually light, into which
different panels may be inserted to serve as fillers and communication
elements, forming a skin that will take on different characteristics
case-by-case. Thus, the aesthetic impact of the stand is entrusted to the
essence of its construction materials and the way in which they are combined.
Basically, Alias booth is
made up of a series of columns supporting a truss structure in aluminium, to
which the lighting fixtures, graphic elements and side wall supports are
secured. These elements create a
technological cage in which the differently coloured panels in various
materials, whether unfinished or printed, may be positioned.
Perimetral walls are rested
on the floor to highlight the lightness of the structure.
The ceiling reiterates the
truss pattern of the structure with openings that allow accent lighting to be
directed onto the products.
For the walls, Alias has
chosen Hexaben™ by Bencore: aluminium honeycomb panels with a strong
technological connotation and an attractive appearance, featuring lightness,
structurality and transparency. The lighting is entrusted
to The Tracking Magnet by FLOS: exclusive technology built into a magnetic
track that relieves the light fixtures from the encumbrance of ballasts. The arrangement of the
products displayed is free and flexible; the products may either be placed on
the floor, as is the way in traditional stands, or housed in shelves, in the
guise of a product “bookstore”.
In terms of layout, the
stand resembles a large loft: walking through this structure, where the
products on display can be viewed from all angles, visitors feel immersed in
the “Alias home”, a place where they can breathe the DNA of the brand and fully
grasp its technological personality and uniqueness.
In its orthogonal geometry,
solidity and lightness, concreteness and abstraction are seamlessly intertwined
thanks to a well thought-out use of space from the aesthetic and architectural
standpoints.
With
its new booth, Alias proposes a challenge that is consistent with the brand’s
product offering. Alias sets out to
demonstrate that a project driven by technology, research and simplicity
results in a product that is always current, charismatic and never obsolete.
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