A stand designed for the Pitti Immagine 2012 men’s fashion week at Fortezza da Basso, to create a novel display system that nonetheless reflects the core concept of all the Moreschi shops around the world. The starting point was a rectangular space, typical of trade shows, which was then enlivened with vertical planes and mirrors where reflected images doubled the space and showcased the products on display. Pure white walls covered in leather form slightly oblique folds, now making space for the ad campaign and then for sleek, backlighted, crystal display cases, to protect the objects inside. The Moreschi logo becomes an integral part of the project, converted into the essence itself of the texture that covers the walls and chairs, thereby strengthening the brand’s identity.

A project in partnership with Attilio Ladina.

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