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.