The light bulb took on an iconic dimension with a twofold communicative and architectural element, forming the leitmotif of the entire installation.
The 800 sq.m stand formed a single, highly architectural volume, marked by longitudinal and circular openings strung with light bulbs. The effect was that of a museum itinerary through seven spaces displayed the brand’s latest collections. Drawing Inspiration from the world of art, architecture and theatre, the entire stand was accentuated with refined elegance.
In Pedrali Good Ideas, product dramatisation was made even more interactive by subtle references to the world of peep-shows, where visitors could look at real life dance performances staged around some of the brand's most iconic products through peepholes.