THE ART OF LUXURY LABELLING

TYPE: STAND DESIGN

CLIENT: ARCONVERT (FEDRIGONI GROUP)

LOCATION: LABELEXPO’15 – BRUSSELS

The art of luxury labeling is the proposal for Arconvert stand for the 2015 edition of LabelExpo at Brussels Expo, so the booth was conceived for the display of several artworks created in different techniques of paper manipulation, a luxury labelling gallery.

Hence, the design was worked out to reminisce a museum or gallery space. The visitors attending area, also perceived as a bar-lounge with all those chairs and tables, was a real challenge to generate such perception. How would a café be integrated into a museum? We definitely had in our minds the catering and resting areas at the British Museum in London or the Neue Gallery in Berlin; impressively bright and open spaces allocated in transitional areas within rooms or halls.

For such reason we divided the whole area in two different spaces. A pivotal area open to the venue space, illuminated by a tilted frieze, with an expansive, luminous, white light; and a peripheral zone delineated as a corridor with spotlights over the exhibited artworks. Both of these areas were defined and divided just with a color change on the pavement.

The external body of the luxury labelling gallery was fully dressed up in its full height of 5 m and full length of 53 m with Fedrigoni’s Splendorlux paper in a disguise as the Bilbao’s Guggenheim Museum, but with some curved out sheets to break the tension of such massive walls in several areas.

Artconvert website.
Agency: Artycom.
Graphic design BlouAndRooi.

See also: Interior design complete list.