manfrotto photokina exhibit
The temporary character of the exhibit-event strongly influences the basic choices of the project: in order to effectively involve visitors, the exhibition space becomes a stimulating emotional and provocative experience. Consequently, it reflects particular thought and attention towards potential interaction; trade show exhibits are, in fact, a crucial opportunity for communicating the many technological innovations in this field.
A key idea in designing this project was to create construction systems that reduce waste, which in these cases is often overly disproportionate to the physical space and the temporal nature of the event. Therefore, the construction technique for these international presentations relies on canvas backdrops and modular, aluminum frames that can easily be found locally. The materials provide compact transportation and storage of single elements. The materials used are likewise environmentally friendly and can be reused or recycled.
The exhibition space is divided into various areas, each dedicated to different company brands. A soft-shaped theatre for seminars and informational events related to photography is set within the stand. Natural materials are used in its set design: thin, plywood panels are hung from the aluminium frame, following the sinuous shape, and black fabric covers the inside walls. A coconut fiber carpet covers the floor and cardboard boxes function as seats and furnishings for both speaker and audience.
Shaped, canvas advert panels float above specific areas dedicated to new Manfrotto products. The shape of each floating panel is reflected on the floor below and arrangements of tripods delineate their contour.
Transparency, spatial permeability and full physical movement were strategic objectives when considering visitor needs. Visitors, in fact, enter an imaginary “container” where images and lighting create changing moods and environments.
G. Traverso, P. Vighy
G. Dalla Gassa, V. Rossetto