© Lorenzo Pennati

洛伦佐·彭纳提

架构师提供的文本描述。当一个国际品牌要求一个新的立场，设计通常是标志着观念的转变。作为正在进行的扩张战略的一部分，土耳其卡莱集团在2011年建立了意大利卡莱集团作为所有西方业务的合格中心。向充满可能性的世界敞开大门，这一明智的转变-加上一系列高质量的设计-尖端新产品-带来了新的活力和提升品牌价值的雄心。

Text description provided by the architects. 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.

 © Lorenzo Pennati

洛伦佐·彭纳提

2014年，Cersaie公司成为这一新公司首次在全球范围内正式亮相。一个700平方米的展位第一次聚集了属于卡莱集团的五个不同的品牌，目的是清楚地显示它在市场的任何部分的存在。

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.

 Floor Plan

建筑师保罗·塞萨雷蒂(Paolo Cesaretti)的设计机构-负责新的展位设计和视觉传达-决定通过一个充满活力的外部皮肤将五个品牌捆绑在一起，为集团的生活注入有形的活力。在类比和数字之间的平衡，皮肤是坚实的，但透明，包围，但照明。一种由天然材料制成的数字图案，数千块中密度纤维板。

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.

 © Lorenzo Pennati

洛伦佐·彭纳提

皮肤-一种吸引人的元素-左上角，里面没有空间。在这里，一个中心脊柱-接待服务，商务休息室，会议室，私人办公室，储藏室-正在组织和连接所有的展区。在展台内，所有的动作都集中在引导参观者注意展览上。以一种不失空间的态度，简单的流线型路径邀请游客们去发现并停下来。清晰的感知意味着清晰的信息和非凡的体验。

The skin - an attracting element from outside - left edgeless the space inside. Here a central spine - hosting services such as reception, business lounge, meeting rooms, private offices, storage rooms - was organizing and connecting all the exhibition areas. Inside the stand all the actions were focused on directing the attention of the visitor to the displays. With a no lost space attitude, simple fluid paths invited the visitors to discover and stop. Clear perception meant clear information along with a remarkable experience.

 © Lorenzo Pennati

洛伦佐·彭纳提

设计了两种主要的显示方式。从环境到炒作类型-摒弃传统的房间观念-复制显示-由一个线框笼组成，组织移动的陶瓷表面。托管摩托和时尚的套唤起室内装饰解决方案，它主要用于属于住宅部分的产品。扩展显示类型的目的是用于产品展示的大规模扩展，由胶合板平台显示单元组成。适用于所有品牌领域的产品，具有较强的技术性。

Two main different ways of displaying were designed. The From ambient to hype type - discarding the traditional idea of the room-replica display - consisted in a wireframe cage organizing shifted ceramic surfaces. Hosting moodish and stylish sets evoking interior decor solutions, it was used mainly for products belonging to the residential segment. The Extended display type was instead intended for large extensions of product display and consisted in plywood panel+platform display units. Used in all the brand areas for products with a more technical vocation.

 © Lorenzo Pennati

洛伦佐·彭纳提

此外，还对Edilgres高端系列的定制显示类型进行了研究.在这里，陶瓷变成了雕塑表面的景观，围绕着由数百盏车间灯组成的两个吊灯状的装置。

Additionally, bespoke display types were studied for the Edilgres hi-end collections. Here the ceramics became a landscape of sculptural surfaces organized around two chandelier-like installations made of hundreds of workshop lamps.

 © Lorenzo Pennati

洛伦佐·彭纳提

展位设计具有象征性、唤起性和灵活性。具有很强的认同感，能适应卡尔不断变化的需求和愿景。

The stand design resulted to be symbolic, evocative and flexible. With a strong identity, adaptable to Kale’s changing needs and visions.

Architects Paolo Cesaretti

Location Bologna, Italy

Category Interiors Architecture

Area 700.0 sqm

Project Year 2014

Photographs Lorenzo Pennati