Foscarini @ Euroluce 2017
At Euroluce, Foscarini is exhibiting in a booth of 880 square meters designed by Ferruccio Laviani, who has come to terms with the challenge of representing the company’s philosophy, creating a space that will remain in the memory of visitors for years to come. “To envision a new booth for Foscarini at the Salone del Mobile means narrating the two sides of the company” – Laviani explains. – “On the one hand, the more creative side, that takes its inspiration from culture, art, the many stimuli emerging in the contemporary world, and in tireless research on original, never banal design; on the other, I wanted to communicate the reality of a company made of technological research, innovation, communication, commitment, including distribution and retail operations. One side is softer, so to speak, while the other is more ‘solid’; an extroverted spirit, as opposed to a more rational approach.” The company represented by the design of the booth is a “dual” Foscarini, seen from the inside and from the outside. Seen from outside, the space is striking for its formal rigour and for a sort of greater severity, while the internal view is more relaxed, playful, intimate. Large light boxes whose sole decoration is a fragmented take on the logo guide visitors into the true heart of the booth: a large glass display case, almost like a museum exhibit, that contains all the new creations of famous and up-and-coming designers, “names” that have already worked with Foscarini in the past, or are collaborating with the company for the first time.