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| Jewellery
Fair, Basel,
Switzerland |
7.2000-3.2001
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| design
competition for the prestige area of the jewellery sector of the World
Watch and Jewellery Show "Basel" 1st prize + commission |
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The project aims at proposing an innovative design in which interior architecture is strictly related to visual communication. The issues regarding exposition fairs and especially jewelry fairs is very stimulating for the specific attention that ought to be paid to the product's communication. The project provides for rarefied spaces to alternate with others possessing a stronger character: everywhere it is the use of light that produces some special effects or highlights architectural elements. All this is achieved without disregarding a relationship with the surrounding context, with the architectural character of the building itself. The vastness of the spaces, their extreme horizontality (perceivable even with the stands in place) was in some ways emphasized through a quest for an interior dimension which is akin to that of the landscape: an idea of variety and organicity which is well expressed, for example, in the proposal for the false ceiling. This idea, along with the objective of conceiving spaces that are natural extensions to the stands and where visitors can easily flow, led to the exaltation of the relationship that may exist between an attention to the jewels' details as opposed to larger scale elements. We proposed the utilisation of large scale images (enlargements of details of natural shapes) which, employed as decorations and texture effects, represent also the exaltation of form, shape and natural beauty as it relates to a man-made beauty: jewellery. project, schematic design, construction supervision (The project entailed the redesign of a 14,000 sq mt area in the Jewellery Fair for a total cost of CHF 2.500.000) |
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