Framing is the concept.
Here all the ceramic models are exhibited as singular unique pieces in three thematic rooms. And the whole interior space is framed from the outside as a compact dense volume just leaving slight introspections. The architectonic geometry - matched with a graphic treatment of the surfaces – it’s crossed by a subtle vibration thanks to the optical effect created by the triple staining of the vertical elements. According to the side you are looking at, the pavilion outer surfaces appear as a continuum of vertical lines with a different chromatic identity. Red and purple if you look to one direction, red and grey if you look to the other.
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Splitting the inside from the outside – thus avoiding the shop window effect - the visitor is invited to enter in a place “other”. Inside the design of the display keeps a distance from the usual typologies – fake representations of domestic environments or dull floor/wall compositions. Here the focus is about staging the products in small and abstract theatre-like arrangements, to hang them like patterned fabrics, leave them leaning on easels as paintings spatially framed by hanging light moulds.
![lines red purple ceramics cersaie optical tiles EXHIBIT DESIGN interior design dispaly](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/cd5f1b24598673.56336e6638371.jpg)
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These different display modalities are underlined by a dramatic use of lighting, with a sensible play of light and shade that boosts the decorative qualities of the ceramic surfaces. Further, a signage system delivers to the visitors all the necessary info. Its design rings out the pavilion geometries made of serial repetition and mutation of linear elements.
![lines red purple ceramics cersaie optical tiles EXHIBIT DESIGN interior design dispaly](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/0b2c1724598673.56336e66af19d.jpg)
![lines red purple ceramics cersaie optical tiles EXHIBIT DESIGN interior design dispaly](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/8e105524598673.56336e66b1294.jpg)
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![lines red purple ceramics cersaie optical tiles EXHIBIT DESIGN interior design dispaly](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/5d5c4624598673.56336e66b5cbf.jpg)
![lines red purple ceramics cersaie optical tiles EXHIBIT DESIGN interior design dispaly](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/54af9324598673.56336e664b81a.jpg)
![lines red purple ceramics cersaie optical tiles EXHIBIT DESIGN interior design dispaly](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/0a83b124598673.56336e6667fbd.jpg)
client | royal ceramic
trade event | cersaie 2014, bologna IT
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creative direction | paolo cesaretti
design team | paolo cesaretti | michela pinna | debora palmieri | manuela mottarealevisual design | claudia astarita
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photo | lorenzo pennati | stefano stagni