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Framing

The optical effect created by the triple staining of the vertical elements characterizes the whole external architecture. According to the side you are looking at, the pavilion outer surface appears 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.

The interior space is a compact dense volume leaving just slight introspections from the outside. The ceramic models are exhibited as singular unique pieces in three thematic rooms. The focus is on a) staging the products in small and abstract theatre-like arrangements, b) hang them like patterned fabrics, or c) leave them leaning on easels as paintings. These different and distinctive display modalities are underlined by plays of light and shade that boost the decorative qualities of the ceramic surfaces. 

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CLIENT/
ROYAL CERAMICA

TRADESHOW/
CERSAIE 2014 BOLOGNA IT

CREATIVE DIRECTION/
PAOLO CESARETTI

DESIGN TEAM/
PAOLO CESARETTI, MICHELA PINNA, DEBORA PALMIERI, MANUELA MOTTAREALE

VISUAL DESIGN/
CLAUDIA ASTARITA

CONTRACTOR/
DIESIS

AREA/
320 SQM

PHOTO/
LORENZO PENNATI, STEFANO STAGNI