Munich - Germany
The concept for a new CASE construction’s stand, at XXXI Bauma world construction fair in Munich in 2016, investigates the reification of message behind CASE brand, a brand of CNH industrial group dedicated to construction of earthmoving machineries. The project aims to simulate through its forms the excavation action carried out through Case’s means, two wings thus define the void left by excavation act, where products are exhibited and where an experience of participation and conviviality takes place, as opportunity for express brand’s group spirit.
The stand consists of an external area, a square crossed by a main path overlooked by thematic product and show areas, and an internal one that houses brand’s offices, vip lounge area, shop and convivial spaces like a bar that overlooks the main square. The stand profile responds to a clear visibility strategy from different points of view of the fair, two towers stand out at the key nodes to highlight presence of brand in the surroundings.
Client: CNH Industrial
Place: Monaco, Germania
Typology: Exhibit Design
Project: LAB71 Architetti
Concept and Leader: Massimiliano Gotti Porcinari, Filippo Seganti
Team: Giovanni Castellano, Andrea Cicirelli, Elisabetta Taviani
Visualizer: Luca Scarchilli
Sketches: Filippo Seganti