PEDRALI - The Italian Essence

A Wheel for Pedrali


A Wheel For Pedrali, the exhibition project designed by Migliore+Servetto Architects for Pedrali on the occasion of Salone Internazionale del Mobile 2012, is the winner of FX International Interior Design Awards in the Museum or Exhibition Space category.

Organised by the British FX magazine, now in its 14th year, the Fx International Interior Design Awards 2012 reward the best products and international design projects completed between June 2010 and July 2012.

The thoroughness and the reading immediacy of the products showed on the wheels were strongly appreciated by the visitors and judges and had a high communication value.

Pedrali required a fitting for the Salone del Mobile 2012 that would be able to show, in an innovative way, its collection with the latest news. Migliore+Servetto Architects created a dynamic and allegoric landscape composed by 10 scenographic, big, out of scale, 5 metres diameter wheels.

In order to allow the visitors to explore Pedrali's product quality and range, each product is placed and oriented on the wheels in order to provide unique perspectives. Therefore, each product family story is told through two different approaches showing their finishings and shapes: a scenic one around the wheel, and one at eye-height on raised platforms, giving the viewer more direct contact and an analytical viewpoint. The seriality and the wide range of the offer are enlightened by the living narrative of graphic dynamic video projections, shown on the wheels’ backgrounds and allowing a double layer of reading.

The project is thought for a "long life cycle" as each wheel, as well as other components, can be reused inside the Company showroom or in other exhibitions with different configurations and solutions.

The collaboration between Migliore+Servetto Architetcs and Pedrali will continue on the occasion of Salone Internazionale del Mobile 2013.