KALE PAVILION | ISH 2015 | MARCH 2015

ISH 2015 | FRANKFURT 10-14 MARCH 2015 // Organizing a massive sanitary ware and bathroom furniture exhibition in a small space needs a certain degree of confidence with the stage and a feel for the expectations of the audience. The designer finds himself in unstable balance directing a play with so many big characters within a limited plot. So some coup de theatre is necessary to keep the attention of the audience alive and reacting. For instance the solution is a palette of smooth colors - that wraps solid jagged geometries staging different families of products – in contrast with the deep all-black background. The same fragmented geometries lead the guests through a simple and fluid path. And if still in need of orientating themself in such a demanding environment the visitors who look more carefully to the graphic motif of the stand wide back walls will discover there an abstract treatment of what results to be a map of the displays. As in a acrobatic jump from the floor to the ceiling, the geometries of these impressive graphic work have a last leap onto a 3D grid composition of neon light tubes floating all over the stand space. Like in any theatre worth of respect a higher balcony gifts the guests with a bird-eye view of the whole installation. 

TEXT by Paolo Cesaretti

Creative direction // Paolo Cesaretti

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

Visual Design // Claudia Astarita

Photo // Alexandra Repp

Area // 153 sqm