What should a company of bathroom furniture do in the Salone del Mobile edition dedicated to Euroluce? How to generate attention around your segment of business in the year in which the focus of the Fair is another?
Thus the reflections of the entourage of antoniolupi in the planning phase for the 58th edition of the Salone del Mobile must have been born. And what antoniolupi has designed for the S.Project exhibition space in Rho was incredible. Let’s start with the name, “antoniolupi gallery”, which already projects expectations in an artistic scenario even before a design one.
“An exciting journey into the antoniolupi world”, so they defined it on social media. In fact, above all, emotional atmospheres stood out. In the antoniolupi gallery, each area of the path was enriched and completed by the evocative K-array sounds.
The Calvi Brambilla studio has set up an immersive mood for each stretch of the route. From the vegetal floor on which water was poured from above imitated the rains of the forests, continuing for the journey of colors and transparent materials in CRISTALMOOD (the material resulting from the research of antoniolupi which is added to FLUMOOD and QUARZOMOOD), to the touch of iconic fashion given by the Gessati collection, signed Gumdesign, to the happening of water and marble where it was based Introverso by Paolo Ulian.
The stages of the journey, at this point, were enriched by a corridor of mirrors by Luca Galofaro. A project born for an exhibition at the Stabbiaia showroom of antoniolupi which then took on a ‘commercial’ life, becoming part of the new collection of the Tuscan brand. Representation, urban architecture and image are all ingredients found in the antoniolupi mirrors.
Antoniolupi has invaded Salone del Mobile’s space with a unique initiative, innate courage, a never-ending hunger for innovation. You immerse yourself in its world and you realize that you bathe each time in new waters, always ready to surprise you and make you get closer to beauty. On the end of the path, like a circle that finds fulfillment and closes, the wall of bioethanol chimneys “I Canto del Fuoco” and Strappo sinks by Domenico De Palo, where white and blue are combined with the bright colors of the flames. And then again the wood of the details and the coat hanger “Gravità” designed by Davide Vercelli, the poetics of the interlocking of the low tables “Sottosopra” by Calvi Brambilla, the “Geometrie Volanti” carpets by Paola Pastorini and many other suggestions that only the showroom (both the Milanese one and the one in Stabbia) knows how to recreate.
Did you also visit antoniolupi at the 2019 Salone del Mobile? Which suggestion struck you most? Did you already know the designers of the antoniolupi brand? Do you want to ask me some more specific questions about my experience? I’ll wait in the comments!
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