Elica Ring pavilion by stARTT

Elica Ring Pavilion at the Salone del Mobile 2014

Introduction by Federica Lusiardi, Inexhibit

The project by stARTT for a trade fair stand at the Salone del Mobile in Milan is one of the elements of our selected archive of experimental designs, built projects, and related innovative products all sharing a conscious and creative approach to the ephemeralness of what we called transient exhibition spaces.
StARTT conceived Elica ring as a socializing space. Therefore, along with the exposed products, the booth, which recalls a public garden, also features tables and seats positioned between trees, intended to invite people to stop and rest in a welcoming space. A simple timber board platform and a ring fascia carrying the brand’s name concur to define the stand perimeter.

The Elica ring, text by stARTT

The exhibition project for Elica at Eurocucina 2014 is a suspended luminous ring that encloses a garden: shaded and protected by the trees’ foliage home’s exterior, which stimulates a poetic reaction to the artificiality of the interior of the fair and the adjacent stands.
The presence of trees reminds us of the salubrity of the air. The position of the trees is chosen to create a sequence of spaces, open-enclosed, narrow-wide, forest-glade, and dense-porous, which are aimed at enhancing the quality of shape and material of the design products on display, like an Art installation in a park. Among the plant environments for specific functions are: reception, meeting rooms, banquet space and restaurant, the limbo, and the Gutmann dedicated pavilion.
The ring’s exterior has Elica’s logo and concept. The ring’s interior is a mirroring surface that reflects the vibration of the leaves and the people’s movements, inviting them to play and look at themselves and one another.

Photos by Gabriele Lungarella