The icon of good ideas sets the scene for Pedrali

MILAN – Lights, camera, showtime. Calvi Brambilla incorporates the light bulb’s dramatic symbolism into architectural exhibition volumes for Italian brand Pedrali at the recently concluded Salone del Mobile.

The installation design, which was nominated for Best Use of Light in the Frame Awards Milan, evokes theatrical imagery with naked light bulbs accentuating Pedrali’s latest collections as the furniture brand becomes a stage director, its products the stars of the show.

The dynamic installation launches 13 product collections across dining, living and outdoor spaces including outdoor seating collection Tribeca designed by Mandelli Pagliarulo, and two new designer collaborations – for the Soul and Remind seating by Eugeni Quitllet, and the Fluxo table by Luca Casini.

In celebration of the tenth anniversary of Pedrali’s collaboration with Odo Fioravanti, the designer creates four special versions of the iconic Snow chair launched in 2008.

Continuing the motif of performance and exhibition, boldly coloured peep-holes in the walls pique curiosity and invite visitors to peek at live dance performances which are choreographed with some of the brand’s most iconic products. The unique interactive element turns visitors into a voyeuristic audience, creating an emotional connection with the exhibition and the brand.

pedrali.it

Billboard: Simon Architecture Prize
Billboard: Simon Architecture Prize

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