Designed for Kale Group – worldwide manufacturer of ceramic tiles and porcelain stoneware – the stand has the aim to qualify the identity of the company. The space is divided in five exhibition areas - each dedicated to a different brand belonging to Kale Group - linked by a central space for lounging and meeting. The company’s request for a low budget solution with high visual impact informed the design process, driving its focus on the idea of versatility as a conceptual frame. The result was a low-definition modular skeleton made by painted wood, wrapped in a semi-transparent digital printed fabric skin. This solution allowed to create areas connected visually and spatially as well as to perfect a modular system that could be arranged in many different configurations.
At Cersaie the fabric skin was printed with different architectural geometries – a direct reference to the market Kale is belonging to - on a background of five different colors one for each brand, thus marking the idea of a major group made by single identities.
The eye catching skin drawn the attention of the visitors from outside to inside. Here - celebrating the 60th anniversary of Kale Group - orange red banners hanging from the ceiling underline the company’s timeline and highlights, and at the same time gifted the stand with a festive feel.