Italian Radical Design

Pavilion, Salone del Mobile Milano, 2024

Our project for the Fair Pavilion of Italian Radical Design divides the display area into three distinct sections, each corresponding to the display concepts of the group’s brands Gufram, Memphis, and Meritalia.

The Gufram section features a synthetic fur-covered grandstand, creating an unusual backdrop for the brand’s abstract and playful objects. The fur simulates a grassy surface upon which the pieces are showcased, evoking a landscape-like ambiance. Additionally, a LED wall mounted on the staircase illuminates the space, simulating the transition of daylight from dawn to dusk.

The Memphis area offers an immersive environment enveloped entirely in Ettore Sottsass’s “Bacterio” pattern, with the exception of a diagonal wall adorned with mirrors reminiscent of the mirror boxes seen in various expressions of Italian radical architecture. Inside, domestic corners are recreated, immersing visitors in the brand’s distinctive style. LED strips on the outer facade display quotes and statements about Memphis from renowned figures, enhancing the immersive experience.

The Meritalia space is defined by a large oval shape, adorned with monochromatic red finishes. A red “pool” where products are displayed on a raised platform, blurring spatial boundaries and creating a visually striking focal point.

On the outside, the brand’s logos in red, green and blue light adorns the reflective galvanized metal walls, reinforcing brand identity throughout the space.


Credits
Project Team (ab)Normal, Camilla Morandi, Silvia Missaglia
Light Consultant by Luce Spazio
Photos by Tiziano Ercoli & Riccardo Giancola