SGS Architetti Associati was selected to design the Trend area for the textile trade show Milano Unica. Beginning with the 2015 shows presenting the Autumn/Winter 2016-2017 collections, Stefano Fadda of the company What's Cool is the new creative director with the responsibility of identifying trends. The Trend area is being completely redesigned. The display will be inventive and novel. In fact, a sensory journey is being created. Images and sounds will bombard the visitor during this trip that will reveal the latest trends. Four fantasy worlds each representing a theme that highlights the indelible bond of textiles and fashion. Superstudio Piu', 1,200 square meters of exhibition space, will be transformed. The journey will begin in area containing multiple screens. Interviews will be projected in which people declare what is considered "cool", the perfect introduction for rooms dedicated to the trends mentioned. We first arrive at Arctic Tale where salt hills evoke a fantasy world of colorful ice-caps and thin air. Next, Folk Land where we see again hills but in earthy shades covered with trees, leaves and various arboreal elements to recall nature and landscapes. Graphic Wave has a completely different style. The installation's square tubular structures and two-dimensional pavement and wall decorations create a space noteworthy for its strong black and white contrasts, geometrical effects and intertwining lines reminding us of the latest in digital technology. We make our final stop in the Play Room where primary-colored balls are strung along transparent wires. The rainbow of colors creates an optical effect, reminiscent of old-fashioned wooden toys and playing, not just the act but also the state of mind. At the end of the journey, visitors can relax in the lounge, sliding onto a sofa and getting a bite to eat. A video further explores the rooms' various themes.

 

Art Direction: Stefano Fadda, Graphics and Video projects: Francesco Palmisano & Caterina Roppo, Video production: Francesco Briganti, Photo shooting: ERDNA CREATIVE

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