Kale | Cersaie 14 von Paolo Cesaretti

Fotograf: lorenzo pennati | strefano stagni | denis molinari

This commercial exhibition space designed for a world leading ceramic industry had to express the tangible energy crossing the client’s history at that time. The design agency of architect Paolo Cesaretti decide to represent it through a vibrant outer skin. Solid but transparent, enclosing but lighting, a digital pattern made of thousands of MDF blocks.

The skin - an attractive element from outside - leave edgeless the space inside. Here a central spine hosting the services organizes and connects five different exhibition areas. Simple fluid paths invites the visitors to discover and stop, directing their attention to the displays. Clear perception means clear information along with a remarkable experience.

Discarding the traditional idea of the room-replica, two types of displays are created to outline differing product segments. Wireframe volumes - dedicated to the residential range - host stylish sets backed by shifting compositions of ceramic surfaces. Units made of plywood panels and platforms display larger extensions of product for technical applications.

Additionally, hi-end collections are presented as a landscape of sculptural surfaces organized around two chandelier-like installations made of hundreds of workshop lamps.

The overall design results to be symbolic, evocative and flexible. With a strong new identity, adaptable to the client’s ever changing needs and visions.

area | 700 sq m

trade show | cersaie 2014 bologna IT

Kale group

creative direction: paolo cesaretti
design team: paolo cesaretti | michela pinna | debora palmieri | claudia astarita
styling: fulvia carmagnini | laura mauceri
contractor: la bottega

Fotograf: lorenzo pennati | strefano stagni | denis molinari