The project for the stands set up of FCA’s brands, in EMEA region (European, African and Middle East countries), was conceived to accommodate up to six or eight brands at the same time in a large shared space, in order to transmit a clear image for each brand and enhance their identity and visibility.
The design strategy was to design a place where all the brands harmoniously coexist but at the same time preserving differences and uniqueness; spaces of brand easily recognizable, identifiable and with a specific own style.
This is a modular project. The entire project can be adaptable to different situations, the most disparate from every point of view: different types of exhibition spaces, different climatic conditions during the construction phase, from minus ten degrees in Brussels in January to forty and over in Dubai and different technologies and construction traditions of local builders in various countries.
Client: FCA - Fiat Chrysler Automobiles
Location: Roma, Italia
Typology: Exhibit Design
Year: 2015 - 2020
Project: LAB71 Architetti
Concept and Leader: Giovanni Castellano, Filippo Seganti
Team: Ilaria Perroni, Maria Rita Santoro, Enrico Moncada, Andrea Cicirelli, Luca Scarchilli
Visualizer: Edoardo Fabbroni