The main objective of the project is to add value and business to the brand through the ARCHITECTURAL ENVELOPE.  A narrative will be elaborated intertwining ARCHITECTURE + ART + TECHNOLOGY + ECOLOGY + COMMERCIAL EFFICACY. In this way, we will have a unique result and a skillful strategy for an alternative and successful design approach. 

From the concept of the ductility and fondness of the product, the project presented by the studio is an architectural and scenographic representation of possible ways in which the material can be used, recreating a dreamlike, unique and surprising space.

The success of this new project lies in the awakening of emotions and, above all, the wellness of human beings through the ECOPLEN envelope. A space that will awaken the senses by-use-of the tactile, visual, auditory and smell of the surface itself. 

The exhibition’s formula wants to inspire dynamism, illusion and colors to show the premium Ecoplen typology of the Atenzza brand, while at the same time displaying a stable, repetitive and solid pattern system beyond the formal expression of the work. An artistic and abstract application that visually explores the interlocking elements that symbolize the fabric, reinforcing its attributes and multiple possibilities in decorative application. 

Because of the great evolution of the offer, every day the consumer needs MORE THAN A GOOD SERVICE, they need a beautiful and functional space. The client is now DIFFICULT TO CONVINCE, more DEMANDING, less PREDICTABLE and holds new fears inherited by the PANDEMIC. These conditions require more active and more personal designs. Consequently, consumers tend to pay more for SECURITY, EXPERIENCE AND EXCITEMENT.

The exhibition seeks attraction and permanence through the original cardboard tubes of production material, demonstrating veracity and humility throughout the process and its characteristics as a creative and protective multinational material. With this type of ecological construction, we demonstrate the material’s ability to provide the values of sustainability to any space where it’s applied. 

The image offers aspects of an ECOLOGICAL ARCHITECTURE to promote SENSITIVITY AND SOCIAL RESPONSIBILITY to the consumer in a familiar way, and thus achieve a specialized service that is valuable for the brand.