When is a chair not a chair?
When it’s a reflection of both manufacturer and user.

Brunner – Salone Milan 2011

Milan / 2011

When is a chair not a chair?
When it’s a reflection of both manufacturer and user.

Brunner – Salone Milan 2011

Milan / 2011

Brunner – Salone Milan 2011, Milan. A project by Ippolito Fleitz Group – Identity Architects.

A brand new product highlight takes centre stage on the Brunner exhibition stand at the Milan Furniture Fair: twin, a monobloc plastic chair. Brunner enters a new price segment with the introduction of this exceedingly lightweight and reasonably priced chair. The company aims to establish a presence in the design product sector as well as attracting architects as a disseminating force. A whole world geared around the slogan See/Reflect/Act has been created, in which the furniture is not simply a display item, but a vibrant protagonist in a scene that resembles an art installation. The stand is accompanied by a campaign consisting of invitations, give-aways and carrier bags.

In the form of an elongated rectangle accessible from the narrow front end, the stand dissolves into a dynamic space thanks to curving walls along the longitudinal sides and rear end, which pull the visitor inside the cavernous interior. To your right hand-side when entering the stand, a loose grouping of different twin models gives the upbeat. From the midst of this group, a single chair is elevated to eye level. This forms the starting point for a dynamic whirl of several dozen chairs suspended in a cloud above the visitors’ heads. These execute a backwards somersault wherein each adjacent section is rotated through 45 degrees. The resulting ensemble enables the visitor to view the chair from every conceivable angle. The swarm of chairs returns to its starting position at the opposite wall, where it is pulled back down to floor level. Here the entire spectrum of available models is presented and the visitor is invited to sit and test the chairs.

The walls of the space are completely panelled with mirrored polystyrene shingles. The panoramic effect of the mirrors adds additional dramatic impact to the scene. The mirrors greatly increase the already large number of chairs and their colour palette appears to spill down the walls, mixing with the reflections of the visitors. Their honeycomb structure deconstructs reflections: Individual forms are no longer recognisable and everything melts into a pixellated burst of colour. The wall shingles also hark back to the company’s Black Forest origins, conjuring up associations of tradition and high quality. Individual shingles printed with product information are dispersed across the chairs and areas of artificial grass. Visitors can thus take home their very own piece of the exhibition stand as a give-away. The stand’s organic layout is underscored by two zones of white artificial grass along the longitudinal walls as well as an island in the centre, demarcating the lounge that is furnished with other Brunner products.

A counter positioned in front of the curved long wall, behind which kitchen and storeroom are cleverly concealed, serves as an additional communication zone. The new twin chair celebrates a spectacular premiere on this exhibition stand. The whole stand becomes a stage, wholly encapsulating the visitor and drawing him into an intense spatial experience.

Awards

  • 2012 / German Design Award
    Nominee
  • 2012 / EXHIBITOR Magazine – Exhibit Design Awards
    Edge Award
  • 2012 / ADC – Art Directors Club
    Award
  • 2012 / Designpreis der Bundesrepublik Deutschland
    Silver Award
  • 2011 / DDC Award Gute Gestaltung
    Bronze Award
  • 2011 / iF communication design award
    Gold Award
  • 2011 / red dot award communication design
    Award
Brunner – Salone Milan 2011, Milan. A project by Ippolito Fleitz Group – Identity Architects.

See/Reflect/Act
Geared around this slogan a whole world has been created, in which the furniture is not simply a display item, but a vibrant protagonist in a scene that resembles an art installation.

Brunner – Salone Milan 2011, Milan. A project by Ippolito Fleitz Group – Identity Architects, Seating.
Brunner – Salone Milan 2011, Milan. A project by Ippolito Fleitz Group – Identity Architects, Surfaces.
Brunner – Salone Milan 2011, Milan. A project by Ippolito Fleitz Group – Identity Architects.

Panoramic effect of the mirrors
Individual forms are no longer recognisable and everything melts into a pixellated burst of colour.

Brunner – Salone Milan 2011, Milan. A project by Ippolito Fleitz Group – Identity Architects.
Client
  • Brunner GmbH
Location
  • Milan
    Salone Internazionale del Mobile 2011
Status
  • Completed (2011)
Categories
Photography
  • Ippolito Fleitz Group
  • Thomas Libis
Team
  • Gunter Fleitz
  • Tilla Goldberg
  • Peter Ippolito
  • Axel Knapp
  • Philip Kottlorz
  • Bartlomiej Pluskota
  • Jörg Schmitt
  • Kirsten Wagenbrenner-Ziegler
  • Tanja Ziegler
Partner
    Copyright
    • Ippolito Fleitz Group