22 Apr 2018 • Domotex
VXLAB draws on three Italian art forms to inform a new brand
For Domotex 2018, Spanish studio VXLAB designs a concept for surfaces brand Finzzi inspired by the cultural-heritage triumvirate of Italy: cinema, literature and fashion. The architectural expertise of the multidisciplinary studio is evident in the height of the 6.5-m-tall stand, which provides a vertical playground for the designers to install modular shelving alluding to Finzzi’s potential in the retail landscape. The custom-designed shelving and central table communicate the Finzzi identity through the use of the brand green and black, and demonstrate the applications of the product while serving a practical function.
With a focus on branding and architecture, VXLAB has been featured twice in Grand Stand 6, the sixth edition of Frame’s book series on the design of stands and temporary spaces. The studio’s Cersaie 2016 design for ceramics manufacturer Dongpeng is in the book for its expression of timeless elegance, while its Cevisama 2017 design for tile maker Durstone is recognized for its skillful spatial juxtaposition of two different brand identities within a cohesive exhibition space. Now, the studio draws on Italian cinema, literature and fashion in the matte orange ‘window displays’ of the Finzzi stand to inform the brand’s innovation and creativity in contributing to interior spaces.