Austrian Design Details
... was the motto for the Austrian design exhibition in Milan, 2013
"Salone Internazionale del Mobile" is the most important furniture fair in the world. In this context ADVANTAGE AUSTRIA are organizing a large-scale group show for interior designers, producers and craftsman to present their work to an international audience – with the focus on original concepts, innovative materials, special design processes and product details.
The design process usually starts two dimensional and only requires a third dimension when it's manufactured. This shift is the basis of the exhibition (design).
The logo is a version of a Necker cube which illustrates that 'the sum is greater than its parts'. A Necker cube is only a two-dimensional drawing of twelve lines yet you see a three-dimensional cube.
The concept of the exhibition catalog was to magnify an interesting detail of the products – like seen through a microscope – mounted on object holders. Each visitor of the exhibition could customize his catalog by varying the product 'object holders'. Collecting only his or her favorite pieces, the catalog became a sustainable object. A special display wall at the entrance offered 57 cards to pick from.
Client: ADVANTAGE AUSTRIA, WKO