Spaces to be discovered through a forest of pillars that transform the mere display of products into a material and spatial experience.


Keope Cersaie 08

location: Fiera di Bologna
client: Ceramiche Keope - Atlas Concorde
with: Matteo Agnoletto, Andrea Cavani
status: 2008 realization
collaborators: Enrico Bergamini, Pietro Bertozzi, Alessandro Molesini
photos: Paola De Pietri


The project for the exhibition stand of Ceramiche Keope (part of the Concorde Group brand, among the largest ceramic groups in the world) for Cersaie, one of the world's most important exhibitions dedicated to the ceramic world, represented a challenge in researching a maximum valorization of products within a strongly iconic space that was representative of an innovative, qualitative and dimensional evolution of the Keope brand. We thought of a pavilion to be discovered moving within a sequence of pillars freely placed in space, defining exhibition areas dedicated to the individual collections while allowing many different walking paths.

The aim was to involve the visitor in a visual and spatial experience that was at the same time the ideal background and support for large ceramic surfaces, but also a place for meeting and learning. The allusion to an abstract architectural structure consisting of a hundred pillars is evident in the external view of the stand, iconic and representative of an Italian style that is captured in every detail of the interior space and the products on display. Suitably hidden as spaces to be discovered, two large meetings and private negotiation areas are however defined by pillars, while the large central space, surrounded by pillars and lit by a large opening in the center, is the ideal point of arrival for each path through the collections, where to find refreshment and stop to enjoy the presence of other visitors. The graphic draws a trace that crosses the exhibition spaces and offers a key to the great variety of products on display. The stand has been the subject of five restyling in the following years, without distorting but rather enhancing the spatial and display qualities, thanks to the modularity and flexibility inherent in the initial concept.