Geneva - Switzerland, Paris - France
AWARDED SPECIAL MENTION FOR CREATIVITY
at the 2016 Geneva International Motor Show
The project has been conceived with the intention of recreating the spaces and experience of a workshop, where the creative spirit can be felt and passion is physical. The stand, on the podium of the creative awards in 2016 with Rolls Royce and Bentley’s stands, displays an extremely material feature given by the employment of warm materials, such as bricks a cortina enamelled white or the visible concrete in different shades of grey.
The stand is composed by an outdoor area for the exhibition of product and by two main inner areas; the first inner area, which is open to the public, reproduces the interior of a mechanic’s workshop, at the centre of which an auto lift surrounded by a staircase is situated in order to allows access to a raised level; in this space people will have the possibility to live, by using some touch screens, an interactive experience and make a direct acquaintance of Abarth’s world and history. This area is then completed by a Mapar accessories store, on the model of a typical space for workshop tools. In the second inner area is situated the brand’s office; The result is a real space, on which experience and experimentation, design and style, elegance and impulse live together.
The Officine Abarth are timeless spaces, made with iron girders, raw concrete, sheets polished by the many tyres that have ridden over them, wire mesh and workbenches where every day human intelligence marries with the ability of hand work. A handcraft laboratory rich in raw materials and for this reason, naturally elegant. Carlo Abarth’s heredity is made of this: the pleasure of touching with hand and perceive with a naked eye the dedication that can be found in every single car.
Client: FCA - Fiat Chrysler Automobiles
Place: Ginevra Svizzera, Parigi Francia
Typology: Exhibit Design
Project: LAB71 Architetti
Concept and Leader: Massimiliano Gotti Porcinari, Filippo Seganti
Team: Giovanni Castellano, Andrea Cicirelli, Elisabetta Taviani
Visualizer: Luca Scarchilli
Light designer: Nicola Bruno
Stand builder: Eurofiere spa
Photo: Photophilla, LAB71 Architetti