SUPERSALONE: FLO’S ART INSTALLATION
Posted on Apr 28, 2022
Presenting the new FIMA flo tap at an art installation. A project for the Supersalone Milan Furniture Fair’s exhibit design.
The Supersalone Milan Furniture Fair provided an excellent opportunity for the team to finally meet in person after such a long time and make an impression with a stunning alternative exhibition. We got the chance to present new taps and a luxury bathroom fittings collection to the public uniquely and engagingly.
This was our starting point for conceptualizing our presence at the Supersalone Milan Furniture Fair. It was the perfect time for an exhibit design project, with a strong personality, more significantly compared to an art installation than a company stand.
It seemed like the most natural way to use a spontaneous event to highlight the new product’s identity and the company’s vision. This way we were able to send a clear message to the audience and then leave space for meetings as well as developing relationships with those in attendance.
FLO'S IDENTITY IS DEFINED BY LUMINANCE, FEMININITY, AND SINUOSITY
The FIMA exhibition space’s highlight at Supersalone was nine new Flo’ collection washbasin mixers.
Aligned. White. Identical. The product was slightly rotated concerning each other in a sequence that appeared to suspend in the air.
The designated area had a transparent, illuminated backdrop with barely a hint of red in the FIMA logo.
It was almost like looking inside Flo’s world through a window, conveying a beautiful, feminine product with delicate, flowing lines touched by flowers dropping and whirling around them in a single glimpse.
Davide Vercelli, a FIMA’s art director, created an art installation with just a few core pieces that were immediately engaging.
White was chosen for its notional value rather than its aesthetic value. It is essential to highlight the product’s character. It leaves room for building a relationship with the attracted buyer and describes all of the finishes available in the catalog and the future uses of the new FLO collection. Because a powerful communication identity must be versatile and easy to mix with other aspects, it must be able to lend itself to diverse types of initiatives.
The installation included a similar product, which was repeated over and over to send a clear message by harmonizing the light and delicate forms of the fittings with the falling petals. The goal was not to show the collection of the entire fitting in all of its variations but to send a strong and recognizable message, to make the ideas behind the product’s design more tangible by associating it with styles and patterns of its identity. The Flo’ is symbolic of a delicate breath of air, related to the one that seemed to move the petals.
Indeed, the movement was an essential part of the exhibit, drawing attention, shifting views, and allowing visitors to interact with it. The petals moved softly and continuously, creating a flow that fit the forms of Flo precisely, caressing them and emphasizing their delicacy. It was an invitation to take a moment to learn more about the product or photograph its essence.
EXHIBIT DESIGN'S IMPORTANCE IN COMMUNICATION OF THE FIMA BRAND IDENTITY
Exhibit design is an essential part of any company’s communication strategy. Its goal is to turn the brand’s identity into a three-dimensional experience, complete with an exhibition event tailored to the message to be delivered.
When dealing with diverse display needs and restrictions of catalogue products, showrooms, limited places, and tight time limits, it is not always easy to start from this point.
Every day at FIMA, though, we become more conscious of how the experiences and tools we create around our products shape people’s perceptions of our brand and corporate vision.
The Switch Gallery, a new company showcase meant to immerse real and virtual visitors in our business and goods, was a significant experience in this regard. We’ve previously discussed it here.
On the other hand, the Supersalone Milan Furniture Fair presented an excellent opportunity to portray the Flo collection’s story in three dimensions. That was designed around the product’s identity and capable of drawing attention, eliciting emotions, facilitating exchange, and leaving a concise impression on visitors, who are eager to learn more about the technical details of the new Flo collection.
THE FINISHES AND DESIGN SOLUTIONS OF THE FLO' COLLECTION
The matt white and black finishes emphasize the softness of the lines and have the velvety feel that all Fima-painted objects have. The curving lines and emphasized edges are enhanced by the chrome, black chrome, and dazzling gold finishes, on the other hand. Nickel, gold, bronze, and copper brushed finishes highlight the flat, smooth surfaces of the fitting, such as the upper edges of the tap and lever, to streamline and lighten the overall appearance.
One of the most intriguing technical aspects of the collection is the lever’s attachment.
Flo’s body rises above the tap arm, blending in with the lever almost seamlessly. The sliding mechanism makes the action more fluid, and the innovative cover completely hides the mixing cartridge, ensuring elegance and cleaning convenience. Thanks to its flared lines, the Flo’ tap avoids rings and bases, making maintenance and installation easier.
The outcome is an incredibly versatile collection and ideal for contract projects by blending natural expressiveness with new design ideas.
The Flo line includes a complete range of series for washbasins, showers, bathroom faucet collection, and bathtubs, identical to the most advanced tap series in the FIMA range, such as Zeta and Spillo Up.
There are up to seven distinct installation and height configuration possibilities for washbasin solutions alone. The shower mixer units are adequate with built-in FIMABOXES, including one or more outlets and versions with or without the integrated shower set.
Flo provides yet another creative design solution: a completely new external bath unit with concealed diverter built right into the product’s body. The water flow is diverted to the desired outlet with just a gentle touch of the button, preserving the design’s exquisite perfection.
The soul of Flo’ is underscored by attention to detail, which is precisely the message we intended to convey in our art installation at the Supersalone Milan Furniture Fair.
