The brief was to design a fitting for Pedrali which would allow the company to showcase its collection in an innovative way at the Salone del Mobile 2012.
Migliore+Servetto Architects created a dynamic and allegoric landscape composed of 10 scenographic, big, out of scale, five metres diameter wheels. In order to allow the visitors to explore Pedrali’s product quality and range, each product was placed and oriented on the wheels to provide unique perspectives.
Each product family story is told through two different approaches showing their finishings and shapes: a scenic one around the wheel; and one at eye-height on raised platforms, giving the viewer more direct contact and an analytical viewpoint. The seriality and the wide range of the offer are enhanced by the living narrative of graphic dynamic video projections, shown on the wheels’ backgrounds and allowing a double layer of reading.
The project is symbolic of a ”long life cycle” as each wheel, as well as other components, can be reused inside the Company showroom or in other exhibitions with different configurations and solutions.
Migliore+Servetto Architetcs and Pedrali will continue their collaboration for Salone Internazionale del Mobile 2013, too.
Organised by the British FX magazine, now in its 14th year, the FX International Interior Design Awards 2012 reward the best products and international design projects completed between June 2010 and July 2012.
