Geneva - Switzerland
The design of the RAM Trucks stand, evoking the harmony of opposites that attract each other, wants to enhance the double and apparently contradictory essence of this brand and its pick-ups: luxurious and powerful but also real professional vehicles, for work or transport.
The stand is made up of these two souls, materially imagined as two skins that cover the building, the outer one shiny and smooth to the touch, designed like a multifaceted diamond; the innermost one, which transpires from the irregular cuts on the first skin, made of opaque, rough stone material like volcanic rock. The two skins coexist in the same body, enhance each other and integrate, becoming complementary and interdependent.
On the ground the wood that evokes the daily work on construction site but in an elegant key, alternating with black lacquered platforms to represent the most chic part of RAM. Steel profiles underline the successful combination of strength and elegance. The brand with its pick-ups is perceived in Europe as an icon of American style. Vehicles without any sacrifice of comfort, luxury and USA design. With the New RAM 1500 in the morning you can go to the construction site or drive down rough roads, in the evening go to a gala event, you just need to change your dress code.
Client: FCA - Fiat Chrysler Automobiles
Location: Rome, Italy
Typology: Exhibit Design
Project: LAB71 Architetti
Concept and Leader: Giovanni Castellano, Filippo Seganti
Team: Ilaria Perroni, Maria Rita Santoro
Visualizer: Edoardo Fabbroni