Edra in Milan, Massimo Morozzi
The stands at the Salone del Mobile are always the fruit of the vision of Massimo Morozzi, the art director. The displays are assembled with products from the collection, with no extraneous elements, and are configured according to a specific palette chosen each year to highlight a trend.
The calibrated arrangement of the pieces, emphasised by the theatrical use of white and coloured light, constructs an atmosphere capable of exalting the uniqueness of the products, embracing them in a unitary image to be read as the manifestation of a more general idea of the company.
Leatherworks by Fernando and Humberto Campana, Chantilly by Inga Sempé, and the display of collection items, some turned out in black for the occasion. The stage set for the Edra show is a stand-alone piece of architecture made from component parts of Paesaggi Italiani, Edra’s modular furnishing system. Arrayed in a star pattern, the varnished acryl panels reflect the light brilliantly, creating a kaleidoscopic effect.
Link Via [YankoDesign]
May 9, 2007 - Category: Furniture - Posted by: Hans - Comments: 0
