Annually and since 1971, this event is the unmissable occasion for companies dedicated to the production of exclusive products for canine pets in an international level.
For this occasion, the Spanish brand DRYPET of the company Atenzza presents a groundbreaking and continuous space designed by the studio of the architect Héctor Ruiz-Velázquez.
The exhibition system is structured in a game of spatiality whose main material and protagonist is the fabric. Expanding not only the perspective of the imagination that the use of this material gives us, but especially the characteristics and versatility offered by the product. This is possible with a design based on hyper dimensionality that does not leave any visitor indifferent, or a mode of representation that is dreamlike in a world where everything is possible and new.
The envelope is structured between rods that tension the fabric forming from walls, ceilings or floors, showing the diversity of applications offered by the fabric, while it is exposed with an airy profile that allows even the sound to pass between its folds, while on the other hand it shelters us with a type of fantastic cover to protect us from the UV, modeling resources and volumes through which odors are also ventilated and even repelling bacteria.
The studio's project is at the same time a modular concept that can be extrapolated to any other space, maintaining the essence of product communication and allowing the reproduction of the necessary scenography for the company to exhibit the goodness of its products in a unified and easily recognizable way. The design consists of several personalized showcases within the set, but independent at the same time, which allows to correctly show the different products of the brand that require a focus treatment appropriate to the needs of each client, as well as: beds, houses, coats, bags etc. All of them frame a central area or lounge where the client is located within the enclosure as a welcome square that will guide them towards the different specialties, surrounded by a three-dimensional structure that symbolically protects them, in the form of houses.
The blunt choice of color as a space vehicle of the entire exhibition system is based on the corporate color of the brand. Pink is an emotional color that influences the appreciation of feelings and their unexpected recreation totally out of scale and beyond detail, alluding with it to kindness, softness, as well as affection, love and protection base of the values of the material that has been created with a vocation of well-being and enjoyment for both human beings and animals. Pink is associated with altruistic and true love, indicating romanticism, charm, beauty, sweetness, delicacy, refinement, calmness and tenderness, something that animals give to us.
The exhibition recreation that the studio has carried out is a sustainable, reusable and recyclable design, inspires dynamism, illusion and shows the premium DRYPET typology of the Atenzza brand, with a stable, repetitive and solid pattern system beyond the formal expression of the work and perception of the typical product of the simple exhibition. An artistic and abstract application that visually explores the interlocking elements that symbolize the fabric, reinforcing its attributes and its multiple possibilities in decorative application.
