The stand was designed for one of the leading men’s fashion events: Pitti Immagine Uomo. The challenge was to organize, in a surface area of 63 square meters, areas dedicated to product display and a reception space to discuss the new Pirelli collection. The space had to be identifiable with and emphasize the PZero philosophy. So, the idea was to use materials, shapes and colors reminiscent of the brand, like a red tire, used to frame the displays, furnishings in optical white MDF and geometric designs related to the image of Pirelli, like the cylindrical central module designed to host the hanging items.

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