From the architect. When an international brand asks for a new stand design usually is to mark a shift in perception. As part of an ongoing expansion strategy, in 2011 the Turkish Kale Group established Kale Italia as qualified hub for all the western operations. Opening to a world of possibilities, this sensible switch – along with a roster of hi-quality design-edge new products – brought fresh new energy and ambitions to raise the brand value.
Cersaie 2014 resulted to be the first official worldwide presentation of this new venture. A 700 sqm stand had for the first time to gather five different brands belonging to the Kale Group, with the aim to show clearly its presence in any segment of the market.
The design agency of Architect Paolo Cesaretti - in charge of the new stand design and visual communication - decided to stage the tangible energy of this moment in the Group’s life through a vibrant outer skin tying together the five brands. In balance between analogic and digital, the skin was solid but transparent, enclosing but lighting. A digital pattern made of a natural material, thousands of MDF blocks.
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