A picture paints a thousand words.
Especially when it’s made up of thousands of words.

Brunner – Salone Milano 2012

Milan / 2012

A picture paints a thousand words.
Especially when it’s made up of thousands of words.

Brunner – Salone Milano 2012

Milan / 2012

Brunner – Salone Milano 2012, Milan. A project by Ippolito Fleitz Group – Identity Architects, Ceilings.

Brunner uses the occasion of the 2012 Milan Furniture Fair to present two new products: its 'hoc' stool and its 'plot' modular seating system. Ippolito Fleitz Group was commissioned once again to create a setting resembling an installation, an intense spatial experience in which to showcase Brunner’s new products. From a distance, the strictly black and white backdrop takes a back seat to the colourful seating objects, which draw visitors in to try them out. At closer look, the black and white backdrop transforms itself into a textual world, taking visitors on a poetic voyage of discovery, inspiring them to stop and tarry awhile.

The 'plot' system provided the inspiration for the design. Different combinations of colour, geometry and height form personalised seating landscapes, thus freeing up the seating experience entirely. It becomes spontaneous, unrestrained and almost limitless, just like the thoughts and ideas that arise during the contemplative act of sitting. It is precisely these precious moments in time and elicited feelings that are mirrored on the enclosing walls. The simple rectangular space is completely covered in an installation of 54,000 plastic letters, as you might remember from good old information boards that have all but vanished from hotel lobbies, Italian bars, airports, railway stations and conference facilities.

White, plastic letters set in a black, grooved background create fascinating associative figures and scenarios, opening up whole intellectual worlds. Some of the motifs refer to the company’s base in the Black Forest, others relate to the theme of sitting. Once you get closer, the images dissolve into lines of text in German, English and Italian – recalling the writing of poetry itself. On perusing the lines of text, you will come across product descriptions of the two seating objects, as well as sequences of dialogue, song lyrics, quotations and meditations that all have something to do with the theme of sitting. One product name emerges ironically from a scarf worn by a stag, another tumbles from the hand of God. The stream of words spills over onto the floor, where it delineates the objects on display. A brightly illuminated, cloudy sky of contoured textile fins is suspended above the whole scene, conjuring up fantastic worlds of the mind, and transforming the experience of testing a new product at an exhibition into a contemplative moment of relaxation. The exhibition stand is accompanied by a campaign consisting of an invitation and tote bag.

Awards

  • 2013 / EXHIBITOR Magazine – Exhibit Design Awards
    Edge Award
  • 2013 / Iconic Awards
    Winner: Event/Exhibition
  • 2013 / Design Week Awards
    Winner Exhibition Design
  • 2013 / Designpreis der Bundesrepublik Deutschland
    Silver Award Communication Design
  • 2013 / ADC – Art Directors Club
    Silberner Nagel
  • 2012 / red dot award communication design
    Award
  • 2012 / DDC Award Gute Gestaltung
    Bronze Award
  • 2012 / iF communication design award
    Award
  • 2012 / Adam Award
    Goldener Apfel
  • 2012 / Best of Year Awards – Interior Design Magazine
    Honoree (Category: Showroom/Tradeshow: Small)
Brunner – Salone Milano 2012, Milan. A project by Ippolito Fleitz Group – Identity Architects, Humour.
Brunner – Salone Milano 2012, Milan. A project by Ippolito Fleitz Group – Identity Architects, Surfaces.

Poetic seating experience
Ippolito Fleitz Group was commissioned to create a setting resembling an installation, an intense spatial experience in which to showcase Brunner’s new products.

Brunner – Salone Milano 2012, Milan. A project by Ippolito Fleitz Group – Identity Architects.
Brunner – Salone Milano 2012, Milan. A project by Ippolito Fleitz Group – Identity Architects, Floors.
Brunner – Salone Milano 2012, Milan. A project by Ippolito Fleitz Group – Identity Architects.
Brunner – Salone Milano 2012, Milan. A project by Ippolito Fleitz Group – Identity Architects, Seating.

Thoughts and ideas
At closer look, the black and white backdrop transforms itself into a textual world, taking visitors on a poetic voyage of discovery, inspiring them to stop and tarry awhile.

Brunner – Salone Milano 2012, Milan. A project by Ippolito Fleitz Group – Identity Architects.
Brunner – Salone Milano 2012, Milan. A project by Ippolito Fleitz Group – Identity Architects, Storytelling.
Client
  • Brunner GmbH
Location
  • Milan
    Salone Internazionale del Mobile 2012
Status
  • Completed (2012)
Categories
Photography
  • Ippolito Fleitz Group
  • F38F (Francesco Di Loreto)
Team
  • Monther Abuhmeidan
  • Leonie Beck
  • Martin Berkemeier
  • Frank Faßmer
  • Gunter Fleitz
  • Tilla Goldberg
  • Peter Ippolito
  • Axel Knapp
  • Anna Maier
  • Jörg Schmitt
  • Daniela Schröder
Partner
  • Hospes Team (Booth construction)
  • Skalecki Marketing & Kommunikation (Concept & Copywriting)
Copyright
  • Ippolito Fleitz Group