The sport shoes firm MUNICH took part with a booth in the Pitti Uomo fair, the international reference for menswear and contemporary lifestyle. The brand has a 30m2 booth located until the 16th of January at the FURERIA building (Booth 6-Fortezza da Basso)
The concept and spatial design were made by STUDIO ANIMAL, (Javier Jimenez) and by the graphic designer ELI CAYUELA, they have experience in previous projects for the same company. This time they try a brave proposal, groundbreaking and radical that aims to push the boundaries of the visitor’s experience through the space and the branding sign.
The Pitti Uomo booth is basically a sequential and fragmented structure with the letter “X” shape, feature of the brand, taken to an architectural spatial scale.
The entire booth was built 100% in cardboard, cut and digitally printed. The ceiling and the walls change slightly the color intensity while walking around the booth, which brings a stunning sense of perspective further enhanced by the bottom mirror.
Pitti Immagine Florence is the fair chosen by many companies to launch new projects within “Contemporary Global Lifestyle” to assert its identity and to generate business. Last year the fair was attended by more than 30,000 visitors, a share of 1,119 firms and companies that represented 30 countries, of which 24 companies were from Spain.
The booth montage was conducted by the TRAMONTANA team (2 full days-2 people). The necessary material for construction was transported in one vehicle. Once the fair is finished, the booth is 100% recyclable.
MONTAGE PICTURES
Nearly 100 pieces of MUNICH shoes have been selected to be exhibited during the fair at the booth, which has at the same time a small conference and storage table.
RELATED NEWS:
–“Pitti Uomo 87 crece en número de expositores, proyectos y espacio” FASHION MAG.COM
–“Pop Up Store” MUNICH en CC La Maquinista Barcelona
