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Geppetto is Over

Reality is__

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Pop-Up Store
5.33
5.89
5.86
5.25
5.58
Gilbert Khalil
Gilbert Khalil Director of Design and Technical Services at Sunset Hospitality Group
6
7
7
6
6.5
Nicolas Delefosse
Nicolas Delefosse Founder and Creative Director at NDDO
7.5
7
7
6
6.88
Lucy Bagshaw
Lucy Bagshaw Project Director at Tp Bennett
7
7.5
8
6
7.13
Anne-Rachel Schiffmann
Anne-Rachel Schiffmann Director of Interior Architecture at Snøhetta
6
7.5
6.75
6
6.56
Giovanni Zaccariello
Giovanni Zaccariello SVP Global Visual Experience  at Coach
6
7
6
6
6.25
Jocelyne Sacre
Jocelyne Sacre Design Strategist at Consultant
I love the clarity (without any mon...
6.5
7.5
7.5
6
6.88
Farid Ziani
Farid Ziani Partner Architect Designer at KTX archiLAB
6
7
6
6
6.25
Asif Din
Asif Din Sustainability Director at Perkins&Will
7
7
6
6
6.5
Dennis Vlietinck
Dennis Vlietinck Head of Design at Wink
6
7
6
6
6.25
Liqun Lin
Liqun Lin Executive Director at Xiamen Wenqu Decoration Design
7.5
7
6.5
6
6.75
Deepak Jawahar
Deepak Jawahar Cofounder at The Architecture Story
6
7
7
6
6.5
Cathy Figueiredo
Cathy Figueiredo Cofounder at Wanna
6.5
7
6.5
5
6.25
Lisa Adams
Lisa Adams Director of CitizenHKS & Sustainable Design Leader at HKS
6
6.5
7
5
6.13
Sontaya Bluangtook
Sontaya Bluangtook Associate Design Director at UNStudio
6.5
7
6.5
6
6.5
Klein Dai
Klein Dai CEO at Algebraist Brand Management
6
7
6
6
6.25
Baoyu Tian
Baoyu Tian General Manager at Foshan Shengtianjia Lighting Equipment
6
6.5
6
5.5
6
Bangsheng Yang
Bangsheng Yang Founder at Yang & Associates Group
7
7.5
6.5
6
6.75
Woody Yao
Woody Yao Director at Zaha Hadid Design
6.5
7
6.5
6
6.5
Dirk Osinga
Dirk Osinga Founder at STUDIOSINGA
1
1
1
1
1
Client
Ta-Daan
Floor area
90 ㎡
Completion
2023
Budget
EUR 7000
Social Media
Instagram Linkedin
Fit Out

Reality is__ worked closely with TA-DAAN, the first European community dedicated to contemporary craftsmanship, to create a unique pop-up store at Milan Design Week 2023. With a digital magazine boasting over 200k followers and a network of over 5k artisans, TA-DAAN launched a curated online marketplace in 2022. Reality is__ interpreted TA-DAAN’s contemporary ethos through the creative idea: “Geppetto is Over”. This concept defied the conventional image of an old-fashioned woodworker tinkering away in his workshop, and instead exalted the audacious contemporary artisans who fearlessly defy conventions and showcase their distinct creations.

The space was designed to reflect the confidence and voice of a new generation of artisans. The first part of the building utilised a large floating wall of backlit polycarbonate to act as a beacon which drew in visitors from the street, whilst also providing an ideal backdrop for daily live demonstrations of wheel throwing, tufting, embroidery, and other artistic skills. The design incorporated the polycarbonate material to imbue the space with a sense of lightness and integrated the event’s tagline into the architecture as an embodiment of the TA-DAAN ethos, creating a captivating element that dominated the store’s entrance.

On the walls of the space, and through an enticing central corridor, the visitor discovered a world of products from TA-DAAN’s artisans. Jewellery, textiles, and homeware was displayed on handmade wooden tables, contrasting with the design of the polycarbonate wall, which in the second area proudly displayed the names of the featured artisans. By infusing design elements from these artisans, unique product displays were deliberately arranged to act as a reflection of each artisan’s individual styles.