STONE ISLAND – RHO FIERA
Temporary exhibition for Stone Island brand in Rho fiera Milano.
From the brand’s analysis we decided to create a stand through which experience Stone Island history, celebrating their 30 anniversary.
From the formal viewpoint we wanted to recreate the idea of a technological nature, starting from the assumption that Stone Island is supposed to be a sportswear brand but it is more urban and technological.
As the history of the brand taught us, the decon-textualization of the materials is a well -known process for them. As they took elements from military world shifting it into fashion, we decided to use the same process: taking materials from fashion into architecture.
Thus, collecting insight from the history of the brand we create an exhibition stand that mixes technological feelings with nature shapes and tells the history of fashion through a time travel at a marchrythm, highlighting the military and mechanical sensation that we perceived from the brand
Mood Board
USER EXPERIENCE
The user experience in Stone Island temporary exhibition is designed to attract people towards the brand with a threefold experience
1. The first moment is the experience of entering and discovering new things. The stand will attract people with its floating appealing recalling the image of a mysterious floating and technological island. To get in, the user should stoop,strenghtening the entrances experience.
2. The second moment is the one that relates the user with the brand in a more general way. The user will be immersed in a new environment in which natural feelings of over hanged and supreme natural elements are mixed with a cold, mechanical and industrial sensation.
3. Once the user had a first contact with the space and the brand, the most powerful experience will start. A trip into the history of the brand, guided by a frosty and unconcerned model marching along screens that follow the temporal evolution of the brand. He marches as a soldiers, changing jackets according to the period he traspasses.
