SET Architects

The proposal is an iconic installation that highlights international values of Florim brand during the “Salone del Mobile” season in Milan. The project concept is focused on 10 photographs exhibited in a checkerboard and arranged inside a 1x1m modular grid. An idea of a fluid and free circulation surrounding the show, followes the decision not to fill the entire project site.
This strategy leads to many different interactions and exhibition paths. In this way, the self-supported exhibition becomes even more significant and presents itself as the central element.
Using infinitely reusable and recyclable materials, the design embodies the policies undertaken by Florim on overall sustainability. The architecture acts as a mediator between the public and the things on display, giving value to the context as a powerful element of suggestion to the visitor.

“The exhibition invention should attract the visitor in its play, arousing atmosphere around the works most adapted to valorise them yet without ever overwhelming them” F. Albini - In a lecture, “My experience as architect in exhibitions in Italy and abroad” (1954- 55)

Jute sheets
The continuous jute sheets are stretched out forming a number of tents offering shelter to the backlit photographs and defining five areas of exhibition. Each area is formed by two photos. Indeed it becomes a mark that highlights the main entrances to the show.
Steel frame
The steel frame holds together both the photos and the jute sheets. This structure defines the exhibition object delimiting it to a recognizable iconic image. Being composed of modular elements, the frame is easily detachable that determines its maximum flexibility. In this way it can be easily assembled and dismantled becoming a itinerant structure for future shows.

Black
By placing the pictures in a neutral black backdrop, we emphasize them. The black color, in contrast with the backlit photographs, drags attention to the images, the real protagonists. In this way the box, while presenting a strong iconic image, does not conflict with the content.

Passerby attention
Being positioned behind the flagship store windows, the installation is designed to attract the passerby and also for this we decided to use fully the four meters high permitted. An object with a strong visual impact, both chromatic and dimensional, that does not go unnoticed.
Durable & Biodegradable: Jute
Being a strong natural organic fiber, jute is 100% biodegradable and can be recycled multiple times, moreover one hectare of jute field absorbs 15 tons of carbon dioxide and realeses 11 tons of oxygen. These are among the many reasons why our design team has chosen to use jute as an architectural ele- ment of this installation. Many other construction materials are difficult or une- conomic to recycled and can only be ‘downcycled’ into products of a lower quality or function.
In fact steel is one of the most durable, light and inexpensive structural material worldwide.Furthermore the see-through ability of the fabric gives a glance at the exhibition both internally and externally, allowing to catch the context dynamics.

Steel
Steel is a uniquely sustainable material because once it is made it can be used, as steel, for ever. It means that steels can easily be recycled into new products of the same quality and function. Many other construction materials are difficult or une- conomic to recycled and can only be ‘downcycled’ into products of a lower quality or function. In fact steel is one of the most durable, light and inexpensive structural material worldwide. These are among the many reasons why we have chosen to use standard steel profiles as both structural and spatial frame. Moreover the structure itself gives flexibility to the design system and let the viewer to be able to move in different ways inside and outside it.