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Sumit Singhal
Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.

New Brunner fair stand in Milan, Italy by Ippolito Fleitz Group

 
May 26th, 2012 by Sumit Singhal

Article source: Ippolito Fleitz Group

Brunner uses the occasion of the 2012 Milan Furniture Fair to present two new products: its ‘hoc’ stool and its ‘plot’ modular seating system. Ippolito Fleitz Group was commissioned once again to create a setting resembling an installation, an intense spatial experience in which to showcase Brunner’s new products. From a distance, the strictly black and white backdrop takes a back seat to the colourful seating objects, which draw visitors in to try them out. At closer look, the black and white backdrop transforms itself into a textual world, taking visitors on a poetic voyage of discovery, inspiring them to stop and tarry awhile.

Image Courtesy Francesco Di Loreto - F38F

  • Architects: Ippolito Fleitz Group
  • Project: Brunner – Fair stand Salone Internazionale del Mobile 2012
  • Location: Salone Internazionale Del Mobile 2012, Milan Italy
  • Client: Brunner Gmbh
  • Year: April 2012
  • Size: 90 M² / Sqm
  • Team: Peter Ippolito, Gunter Fleitz, Tilla Goldberg, Jörg Schmitt, Daniela Schröder, Axel Knapp, Martin Berkemeier, Frank Faßmer, Anna Maier, Leonie Beck, Monther Abuhmeidan
  • Photography:Francesco Di Loreto – F38F
  • Additional Photography: Ippolito Fleitz Group – Identity Architects

Image Courtesy Francesco Di Loreto - F38F

The ‘plot’ system provided the inspiration for the design. Different combinations of colour, geometry and height form personalised seating landscapes, thus freeing up the seating experience entirely. It becomes spontaneous, unrestrained and almost limitless, just like the thoughts and ideas that arise during the contemplative act of sitting.

It is precisely these precious moments in time and elicited feelings that are mirrored on the enclosing walls. The simple rectangular space is completely covered in an installation of 54,000 plastic letters, as you might remember from good old information boards that have all but vanished from hotel lobbies, Italian bars, airports, railway stations and conference facilities. White, plastic letters set in a black, grooved background create fascinating associative figures and scenarios, opening up whole intellectual worlds.

Image Courtesy Francesco Di Loreto - F38F

Some of the motifs refer to the company’s base in the Black Forest, others relate to the theme of sitting. Once you get closer, the images dissolve into lines of text in German, English and Italian – recalling the writing of poetry itself. On perusing the lines of text, you will come across product descriptions of the two seating objects, as well as sequences of dialogue, song lyrics, quotations and meditations that all have something to do with the theme of sitting. One product name emerges ironically from a scarf worn by a stag, another tumbles from the hand of God. The stream of words spills over onto the floor, where it delineates the objects on display. A brightly illuminated, cloudy sky of contoured textile fins is suspended above the whole scene, conjuring up fantastic worlds of the mind, and transforming the experience of testing a new product at an exhibition into a contemplative moment of relaxation.

Image Courtesy Francesco Di Loreto - F38F

The exhibition stand is accompanied by a campaign consisting of an invitation and tote bag.

The exhibition stand creates an intense spatial experience in which to stage the innovative seating elements ‘Plot’ and ‘Hoc’. The strictly black and white setting takes a back seat to the colourful seating objects, which invite passers-by to stop and test them. The walls reflect thoughts and inspirational ideas that arise during the contemplative act of sitting. They are completely covered in an installation of letters, forming associative figures and scenarios. At closer look, poetic phrases, dialogue sequences and questioning thoughts emerge – a reminiscence of poetry. A brightly illuminated ceiling of contoured textile fins is suspended above the seating landscape, conjuring up the image of a three-dimensional expanse of clouded sky.

Image Courtesy Francesco Di Loreto - F38F

Image Courtesy Francesco Di Loreto - F38F

Image Courtesy Francesco Di Loreto - F38F

Image Courtesy Francesco Di Loreto - F38F

Image Courtesy Francesco Di Loreto - F38F

Image Courtesy Francesco Di Loreto - F38F

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Categories: Exhibition Center, Furniture

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