Mastery, Design, Uniqueness: these are the key concepts assigned by Kale Group to pc | a paolo cesaretti arch-. Our practice has transformed the three words into a minimal geometric shape, evoking perfection and durability. Merging two circles - representing the Turkish and Italian cultural duality of the brand - into the infinity symbol to which the design of the Kale stand is inspired.
Aiming to a distinguished identity, the architectural enclosure - rounded, bold, compact but filtering - holds together the many different souls of a big Company. The outer elevations are composed of hundreds of Kalesinterflex slabs, a large format product with minimum thickness, excellent in its versatility. This feature - in addition to being expressed in the stand exterior - it is also at the heart of the exhibition space where Kalesinterflex is used to design a full domestic interior, composed of kitchen, living room and bathroom.
Around this central element, we organized the interior space in five areas dedicated to different brands of Kale Group. Displays of novelties are complemented by interactive installations that convey information about potential and characteristics of products in a new different way.
Lounge space, actually a meeting area, is designed as an elegant hybrid space, combining the elegance of a metropolitan bar with the informality of a space dedicated to collective work.
Thanks to a selection of primary colors and geometric shapes combined with a theatrical use of light, the entire stand space is characterized by a metaphysical atmosphere. Vertical and horizontal surfaces are designed with a keen eye to contemporary interiors. Decorative tableaux complement walls and floors and displays become evocative of domestic and commercial spaces.
client | kale group
trade event | cersaie 2019, bologna IT
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creative direction | paolo cesaretti
design team | paolo cesaretti | marianna cristofaro | francesca maioli
design team | paolo cesaretti | marianna cristofaro | francesca maioli
visual design | claudia astarita
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contractor | la bottega
contractor | la bottega
area | 700 sqm
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photo | lorenzo pennati | luca rotondo
postproduction | lorenzo pennati
www.paolocesaretti.it
