Showing Off Products in Italy
Every evening after attending Salone del Mobile, the biennial international design show in Milan, I’ve wandered around the design district into different showrooms. And yes, they are quite different than most I’ve seen in the U.S.
1) Vivid colors and simplicity go hand in hand. Such as at the Geberit showroom, where only a handful of products were shown against a background of hot pink, blue and a tropical green. A wall of bamboo stems gave the showroom a sense of a futuristic environment.
2) Words sometimes say it better. The Kartell by Laufen showroom had a mixture of different vignettes and a theme phrase, “The Perfect Emotion in the Bathroom,” throughout the space. I also noticed a sublime scent throughout – not overwhelming, but enough to plant the subliminal message that you use their product, and you will smell that good.
3) Location can make the showroom. I wasn’t even looking for the Fantini showroom, but a lovely courtyard caught my attention. Inside was a beautiful arched doorway covered with vines, and sure enough, the Fantini showroom was inside. That was more than enough to bring me inside to see more.
4) Create the home clients only dream of. The SCIS showroom did just that, with the feel of a glamorous white home complete with Roman arches, fine artwork and of course, luxury kitchenware.
5) Explain while you inspire. The Axor showroom, which focused on their new line of faucets, pulled out a mixture of logical displays and beautiful, larger-than-life photographs. I also found a room completed devoted to one washbasin, and interestingly enough, surrounded by mirrors.
6) If it’s your tune, play up the starkness. The Bulthaup showroom – which had three small levels around a spiraling staircase – definitely focused on Europe’s love of white and straight-lined functionality. Each display was a standalone, with little décor or color mixed in to focus entirely on the product itself.
This entry was posted on Friday, April 15th, 2016 at 3:14 PM and is filed under Creativity, Eurocucina. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.