Cavalleria Toscana - Spoga Horse 2017

Cologne / Germany / 2017

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A neat, essential language is the hallmark of the stand designed by Area-17 Architecture & Interiors for Cavalleria Toscana at Spoga Horse 2017, the leading international trade fair for equestrian sports.


The booth is the first interpretation of the brand’s new concept developed by Area-17. The guiding principles are: enhancing Cavalleria Toscana’s products and their transversal use; focusing on spaces of interaction with clients; creating a strong and distinctive identity that represents the brand within a new extended market.



Icon of simple, refined taste and timeless elegance, a deep black shade dresses the environments as the ideal background to the display. The minimalistic volume of the exteriors opens into an exhibition gallery, where the directional lightning fixtures highlight the musealization of products. From here, a filter reception area allows to enter a more intimate environment designed for business occasions and informal relaxation.



Technical elements and materials, such as polycarbonate walls, lacquered iron displayers, industrial lighting fixtures, alternate to soft leather upholstered furniture. The contrast accents even more the welcoming appealing of relational spaces. Throughout the stand, the exhibit is supported by a visual narration, aiming to integrate the display with the commercial communication of products. The whole furnishing is custom-made, based on Area-17 designs.

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    A neat, essential language is the hallmark of the stand designed by Area-17 Architecture & Interiors for Cavalleria Toscana at Spoga Horse 2017, the leading international trade fair for equestrian sports. The booth is the first interpretation of the brand’s new concept developed by Area-17. The guiding principles are: enhancing Cavalleria Toscana’s products and their transversal use; focusing on spaces of interaction with clients; creating a strong and distinctive identity that...

    Project details
    • Year 2017
    • Work finished in 2017
    • Status Completed works
    • Type Exhibition Design
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