Radici is the first and only Italian company producing wall-to-wall carpets selling throughout the world.
This year, for the latest edition of the Salone del Mobile in Milano, Radici decided to present itself in the very new S. Project Pavillion. The idea was to present an usual and “old” product with new eyes, showing to visitors the many interesting qualities of the carpet, intending it as a “white page” on which creativity is potentially infinite, in the hands of the designers.
Walk on (R)evolution was the claim we chose to identify the present and future of RADICI, showing a truly (R)evolutionary approach and vision on such a traditional material.
The challenge was to project a stand with a constrained budget and space (only 100sq mt.) achieving the goal of emerging in a very intensive presence of great brands.
The Radici stand tells a story, in every part of its space as well as in the whole perception. It is characterized by a strong impact and colorful atmosphere.
It invites experimentation with carpet through an engaging and sensory approach, developing 4 key areas – creativity, production speed, sustainability and ease of cleaning – representing just as many reasons to choose carpet
The stand is graphically divided into two symmetric sections, each distinguished by different patterns especially designed by the Studio, which cover the floors, walls and objects like skin.