KALE PAVILION | UNICERA 2015 | February 2015 | Manuela Mottareale

UNICERA 2015 | ISTANBUL 24-28 FEBRUARY 2015 // How is the future? When an international brand asks for a new stand design usually is to mark a shift in perception. The Turkish Kale Group - the third manufacturer in the European ceramic market. The design agency of Architect Paolo Cesaretti - in charge of the new stand design and visual communication - decided to represent the tangible energy of this moment in the Group’s life through a vibrant outer skin tying together the five brands. In balance between analogic and digital, the skin was solid but transparent, enclosing but lighting. A digital pattern made of a natural material, thousands of MDF blocks. The skin - an attracting element from outside, wrapping and marking a new identity for Kale - left edgeless the space inside. Clear perception meant clear information along with a remarkable experience. Mainly two different ways of displaying were designed. The "From ambient to hype" type - discarding the traditional idea of the room-replica display - consisted in a wireframe cage organizing shifted ceramic surfaces. Hosting moodish and stylish sets evoking interior decor solutions, it was used mainly for products belonging to the residential segment. The "Extended display" type was instead intended for large extensions of product display and consisted in plywood panel+platform display units. Used in all the brand areas for products with a more technical vocation. The stand design resulted to be symbolic, evocative and flexible. With a strong identity, adaptable to Kale’s changing needs and visions. Marking a difference, being inspiring, setting a trend TEXT by Paolo Cesaretti

Creative direction // Paolo Cesaretti

Design team // Paolo Cesaretti + Manuela Mottareale + Debora Palmieri + Rami Boushedid

Visual Design // Claudia Astarita

Styling // Fulvia Carmagnini + Laura Mauceri

Area // 700 sqm