How Is the Future? | Kale@Cersaie 2014 |

This 700 sqm exhibition space - designed for the world leading ceramic manufacturer Kale - had to express the tangible energy crossing the client’s history at that time. The design agency of architect Paolo Cesaretti decided to represent it through a vibrant outer skin. Solid but transparent, enclosing but lighting, a digital pattern made of thousands of MDF blocks. The skin - an attractive element from outside - left edgeless the space inside. Here a central spine hosting the services organized and connected five different exhibition areas. Simple fluid paths invited the visitors to discover and stop, directing their attention to two types of displays outlining differing product segments. Wireframe volumes hosted stylish sets backed by shifting compositions of ceramic surfaces. Units made of plywood panels and platforms displayed larger extensions of product. Additionally, hi-end collections were presented as a landscape of sculptural surfaces organized around two chandelier-like installations made of hundreds of workshop lamps. The overall design resulted to be symbolic, evocative and flexible. With a strong identity, adaptable to the client’s ever changing needs and visions.