因疫情被按下“暂停键”的米兰设计周终于隆重回归！作为著名家具厂商Walter Knoll的“御用”展览设计公司，我们已与该品牌相伴走过十个春秋。今年，我们为其打造了一个充满诗意的品牌空间。这个空间并非直接建在国际家具展的展区，而是在米兰城里的一座别具特色的建筑物中。在散发米兰浓郁设计气息的布雷拉区，街巷蜿蜒狭窄。这里坐落着一栋原用于存放花卉的老库房——Rimessa dei Fiori。我们将其用作“画布”，为Walter Knoll“绘制”出一个品牌的短期展厅，令这座老屋梦回昨日，重现光彩。这个品牌空间层次丰富，意境十足，令人过目难忘，为每一次偶遇赋予诗一般的基调。
Trade fairs are finally back and Milan is back too! We’ve been designing trade fair presentations for furniture manufacturer Walter Knoll for the last ten years – and at this year’s Milan we present a poetic brand space. We’re not showing at the Salone del Mobile exhibition grounds this year, but in a special building in the heart of Milan: In the narrow alleys of the Brera design district stands the Rimessa dei Fiori, a former flower warehouse, which we have literally let blossom again with a temporary brand staging. The result is a multi-layered, artistic brand space for remarkable moments and inspiring encounters.
The floor and walls retain the original, lived-in concrete with visible and tangible traces of former use – even the words “vietato fumare” are still visible on the wall. The space is peeling and flaking, just waiting for yet more layers, for transformation. Our brand space adds layer upon layer. The brand logo and lettering are merely projected onto the walls, because it’s not about adding a fresh coat of paint, but about the subtle poetry of layered structures.
We have collaborated with three female artists, who have expanded the space by adding further dimensions and contexts. Janet Echelman is an internationally renowned textile artist. Her work is knotted like fishing nets, emphasising the permeable character of the space. Through a subtle use of light, the impression of a flowing, living fabric is created. The installation is directly visible from the entrance, creating a point of attraction and guiding visitors straight to the new Walter Knoll sofa collection, which is presented as a round ensemble beneath the artwork. With Irene Cuzzaniti from Studio Irene, we were able to win a highly talented Milanese florist for our project. Her floral arrangements grow from the room dividers like swathes of moss. Drafts of air cause them to sway gently back and forth, spreading their springlike fragrance through the space. Finally, the styling is complemented by the work of ceramics artist Yvette Hoffmann from Stuttgart with her delicately handcrafted objects.
We design our temporary projects with a particular focus on sustainability and reusability. The transparent, airy spatial elements save on material, and can be easily separated into wood and metal. Art installations, curtains and styling objects take up little space when packed, and can later be used for subsequent stagings. When it’s finally time to leave, the beamer is switched off, the brand logo vanishes and the space regains its former identity. However, Walter Knoll’s staging has undoubtedly left an imprint in the memory of its visitors. Thus, the multi-layered installation also inscribes itself into the space and its history in an imaginative and long-lasting way.