For the first time antoniolupi presents its brand and its collections in a totally different way. The large space at the Rho fair which hosts antoniolupi isn’t a simple installation of products, but a path made of suggestions created with the most interesting and innovative antoniolupi products.
The stand designed by Calvi Brambilla is a “reflection on materials” that finds its best interpretation in an ideal installation, offering new inspiration keys. An independent exposition compared to the usual antoniolupi bathroom offer – but still connected with and inspired by it.
The itinerary touches five different themes divided into five corresponding rooms: colour room, marble room, mirror room, fire room and water room.
An original presentation for an international company which is also a benchmark for design all around the world: a clear shift from commercial to cultural setting, a challenging target which antoniolupi is ready for.
The layout of the stand, projected by Calvi Brambilla as the renovated show room in Milan Porta Tenaglia and all the successive antoniolupi stands, aims to an experiential approach and a deep immersion in the objects: a scenic exhibition of some “iconic” products of antoniolupi collection, as well as music and sounds, thanks to a new collaboration between antoniolupi and k-array.
A rigorous and emotional route, aesthetically flexible in order to integrate different moments together. The spectator plays a totally new role, visiting the exposition gallery where the objects have been deconstructed and interpreted in a scenic key, like a piece of art.