Held twice annually at the Fortezza de Basso in Florence, Italy, Pitti Uomo is one of the world’s most important fashion events showcasing luxury men’s clothing and accessories. Our client Derek Rose tasked us to revisit the design, layout, and configuration of their exhibition stand to achieve a functional space that adhered aesthetically to the brand ethos whilst delivering a clear and concise showcase.
The priority was to display product on the stand whilst ensuring it looked smart, visually appealing and not over cluttered. In addition there needed to be space to meet and talk to clients and other facilities such as storage. The rectangular stand was treated as a crisp clean white box with the main approach towards the long side of the space pierced with a minimalist entrance and rectangular window, balanced with branding to the opposite side of the entrance. Opposite the entrance a branded focal feature wall consisting of a goalpost structure with key down lighting drew the visitors inward. The goal post structure offered clear punctuation between categories as well as discrete storage.
Along the perimeter, clearly defined product blocks in the form of wall bays punctuated by mannequins provided the core delivery of hanging and folded product. To balance the floor space, two meeting zones were determined by table and chair sets that were separated by a central gondola creating two distinct areas. To the left a more casual space was created with two armchairs and a low level cabinet that further offered storage and catered for the all-important refreshment station, vital for the hospitality of interested buyers.
With great feedback from Derek Rose we look forward to designing and adapting the stand for their future exhibitions.