PROGETTI >> REALIZZATI
SPLIT IN TWO
PROGETTISTA: Paolo Cesaretti
- Year:: 2022
- Category:: Altro
- Customer:: Kale Group
- Viewed: 377 TIMES
DESCRIZIONE: This is the design of a great theatrical machine. On a wide fragmented stage scenic constructions highlight
the features of tiles collections. So,...
This is the design of a great theatrical machine. On a wide fragmented stage scenic constructions highlight
the features of tiles collections. So, not just another commercial show, rather a different visual interpretation
of this product, adding a poetic value to it.
Inside, the exhibition space is divided in two distinct areas with different vocations. The first one is
characterized by product-specific installations – monolithic volumes, large spatial geometries, mix’n’match
compositions - an instagramable context interplaying with the visitors and creating memory. The magnified
three-dimensional geometry of a crystal and the lightness of a cloud, are some of the symbolic installations
made of/made for tiled surfaces. Close by, the exhibition of Kale’s premium brand overpasses the definition
of traditional interior spaces. Mixing domestic life, leisure and work, it presents crossover environments with a
drama feel, such as a room of Lynchian inspiration. Here slim shiny porcellain slabs are used as a wrapping
decorative surface, becoming tapestry and wallpaper, matched to the floor with the disquieting beauty of an
obsessive black and white geometry embraced by a red curtain. Again, an attempt to demystify the usual
commercial exhibition format, inspiring the visitors with the genuine fakeness of a mise-en-scène.