The MDF Italia exhibit space, conceived for the 50th anniversary of the SaloneInternazionale del mobile is a space with strong architectural distinctive features; a location where to bring out the products as a whole: the newest proposals together with the most significant pieces from the collection.
The simple and sophisticated exhibit space, based on the principles of the“architectonic communication”, a kind of architecture functional to the corporate communication, which strongly reflects the design values of the company.Here below is how the architect Bestetti describes their concept: “The value of the MDF Italia products has a strong connection with contemporary architecture; for this reason, it was natural to imagine a concept with a strong architectonic value where modernity and lightness are in display. An architecture made of subtraction where the volumes have a harmonious sequence and balance between open and closed spaces is seen as a harmoniccontinuum.
The colour palette is composed of various shades of white. They reflect the differences in volumes and light, interspaced on the walls in natural finishes supporting the corporate image. The main purpose of the project is to celebrate more products of the MDF Italia collection in an architectural setting that is both dynamic and enticing, enhancing the company’s design value”.
CONCEPT STYLING MDF by Elisa Ossino
Coordination marketing e comunicazione MDF ItaliaStyling was designed specifically for MDF Italy, in order to strengthen the corporate identity. Objects drawn interpret the concept of contemporary trends and using simple and natural materials. The elements are inspired by the "archetypes" in the choice of materials in the choice of geometric shapes and abstract. The vessels become so iron cylinders parallelepipeds books in natural and recyclable cardboard. The sculptures are hand-made modular structures in natural wood, which can be assembled and combined with different patterns. Light and flexible, very strong flavoured sign decided in space. Led strips that communicate uninterruptedly numbers are inspired by the layering of images and meanings of the contemporary world and make it more complex narrative enriching emotional aspects.
