The 2014 strategy for the on-line and off-line communication of Calligaris for the Salone del Mobile focuses on an effective, contemporary and editorial representation of the new collection in order to consolidate the new vitality and the rediscovered protagonism of the brand. The result of this 360° approach is a communication method which focuses on new product launches and at the same time helps increase brand equity.
Brand Strategy & positioning / Corporate Identity / Art Direction / Web Interaction / Retail Design
The project has been implemented via a multi-faceted path: starting with the study of a name and a logo for the design week, followed by editorial shots of the products, rendering of over 40 items of the new upcoming collection and the composition of the main communication materials: brochure, leaflets, catalogues and a tabloid style magazine.
The decomposition and stratification of shapes is the inspiring concept of Calligaris’ exposition at the 2014 Salone Del Mobile. The booth is characterized by white structures which frame the different heights and surfaces in distinctive habitats. A fluid, dynamic and high-impact space, in which weightless fabrics and soft illumination circumscribe every environment convey the proportions and atmospheres of an intimate home.
The scene transmits absolute importance to the product, where new designs are decomposed into precise levels outlined by luminous touches, while red lighting reveals the central zone as a reception area and business lounge. Architecture and sensations blend together in symmetry, permeating the whole space, holding the interest of the visitor while discovering new objects and combinations that perfectly synthesise Calligaris’ sense of balance and harmony.
The 2014 exhibition concept has been related to the flagship store based in Milan. A special inauguration evening event opened the Design Week, with video installations, artist’s performances and designer’s participation.