Exhibition Design
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Mare da Mare Exhibition Design Anna Guaglione Intro This project is for the Mare Da Mare at Fortezza da Basso in Florence. Maredamare is a fair for beachwear ‘which, in few years, has been able to assert its own stable identity as unique and exclusive Italian beachwear, accessories and underwear trade fair by boasting the highest number worldwide of major Italian as well foreign exhibitors.’ The aim is to design an outdoor seating area for the event, as well as a booth for Accademia Italiana on the inside. The outside must have a large seating area for people to talk and relax, as well as tables and lighting. The inside booth must follow the design of the outside while showcasing the designs of accademia. The theme is related to beachwear, so the style follows this idea. In the design, I wanted to bring the feeling of being at the beach into the fair, so many natural materials, and rustic items are used to make this a reality. The budget for the project is limited, so many of the furniture is done in a DIY style. Ropes, shells, and wood are used as accents and building materials. Fairy lights and glass are also used to give the design a more ‘warm’ atmosphere. The colours and the furniture combined gives the feeling that you are on a beach. 3 Mare da Mare Maredamare is based on the phrase ‘There is never a second chance to make a first impression.‘ This has managed, in a few years, to confirm its solidity as the only Italian exhibition dedicated to beachwear, accessories and underwear, boasting the highest concentration of Italian companies in the world, with major foreign companies. The fair owes its success not only to the quality, even the organization and management of the event, personally managed by professionals who knew well the market needs, design and create the manifestation of the operators for operators. Combining work with fun is fundamental: to create a more dense manifestation of events, ideas and innovations making finding buyers European excellence in the sector and hospitality with great. Maredamare thus becomes the ideal platform to represent the sea collections in all their vitality and creativity. The fair takes place in Fortezza Da Basso in Firenze, Italia. The 2017 edition is the pavilion Spadolini , an area of 11,000 square meters area where parades and exhibition spaces are arranged in a unique setting. The exhibition spaces come in three sizes: 12/16/20 sqm or multiple and are pre-fitted compulsorily. Special Exhibition spaces, affecting the youth area designers, small companies and accessory companies. 5 Location - The Fortezza A masterpiece of the Renaissance architecture, the Fortezza da Basso, was a tribute to the Patron Saint of Florence. Its official name is the Fortress of Saint John the Baptist (Fortezza di San Giovanni Battista). It was planned by Antonio da Sangallo il Giovane, commissioned by Alessandro de’ Medici, the first Duke of Florence, and built between 1534 and 1536. It is the largest historical monument of Florence. The Fortezza has been the main Congress & Exhibition Center venue for Florence and for central Italy since 1967, being strategically located in the historic city centre. The Fortezza da Basso has an overall surface of over 80,000 sqm and is an ideal place for fairs, such as the well renowned International Handicrafts Trade Fair, and congresses with a high number of participants as well as being a privileged place to host official receptions and gala events. The conservative restoration of the whole area was carried out according to the space destination and to the requirements of the event organisers, exhibitors and visitors. Access to pavilions and to interior spaces is made possible through three driveway and pedestrian gates (Porta S. Maria Novella, Porta Faenza and Porta Mugnone) and two pedestrian entrances (Porta alle Carra and Porta Soccorso alla Campagna). 6 Inspirations My inspiration comes from a collection of things, but all things related to the ocean or the beach. I drew the inspiration for the colour palette from the ocean, sand, and wood. I also liked the combination of white furniture with natural elements, because it keeps the atmosphere warm but elegant. I also want to portray the transparency and clarity of water with glass in the design, in jars or lights. Final Idea 10 Zoning Final Idea 11 12 Sketches 13 Outdoor Area Project Plan 16 17 Sections Section 1 18 Section 2 19 Renders 20 21 Renders 22 23 Booth Area Project Plan 26 27 Sections Section 1 28 Section 2 29 Renders 30 31.