A WHEEL FOR PEDRALI

The project designed by Migliore+Servetto Architects for Pedrali has just been awarded in London with the Fx International Interior Design Awards 2012 - Museum or Exhibition Space category. Organized by the English magazine FX, the 14th Fx International Interior Design Awards gives a prize to the best of interior projects and products from all over the world, realized from June 2010 to July 2012. “A Wheel For Pedrali” is a dynamic and allegoric landscape designed by Ico Migliore and Mara Servetto for Pedrali Stand during the 2012 Design Week. In order to explore their quality and wide production and understand it in detail, 10 scenographic, big, out of scale, 5 metres diameter wheels, host the products displayed in all their finishings and shapes. The series and the wide range of the offer are enlightened by the living narrative of graphic dynamic video projections, shown on the wheels’ backgrounds and allowing a double layer of reading. The volume designed for the reception and the lounge area becomes a background offstage of the different perspectives. A multilayered border, containing from metallic grid to semi-transparent fabric, allows to see through into the depth. An installation along the sides of the volume, created with ‘happyapple’ lights, the new exterior lights produced by Pedrali, characterizes and underlines the different layers with light.