Pitti Uomo 2015. Florence

Fortezza da Basso. Florence / June 2015 / Moreschi S.P.A.

Pitti Uomo 2015. Florence

Fortezza da Basso. Florence / June 2015 / Moreschi S.P.A.


The exhibition space designed for Moreschi at Pitti Immagine Uomo 2015, is a welcoming area both to discover and appreciate the qualities of the new products.

read more


A wide, luminous wall reveals the famous “walk” designed by AG Franzoni in the sixties: Moreschi shoes are displayed on a illuminated  background, representing the “route” from the brand’s past to its present.
In the centre, four big, white kaleidoscopes supported by small bundles of metal tubes, create endless reading in a dynamic game of display, lights and projections around the product.
Optic cones which offer dual reading on the larger side, on a plane of black Alcantara, accommodate product types, arranged in different versions and pinpointed by two striped luminous bands and lateral mirrors which reflect the image on and on.
On the other side, where the kaleidoscope narrows, different layers of virtual information overlap: each of the four transparent screens offers a story, which reverberates on the shoe in the centre of the kaleidoscope.
An essentially minimal white space where the shoes placed inside the kaleidoscopes assume new meanings through the  multiple reflections and the dynamism of the images.

moreschi-pitti_2
moreschi-pitti_1
moreschi-pitti_4
moreschi-pitti_6
moreschi-pitti_3
moreschi-pitti_5


The exhibition space designed for Moreschi at Pitti Immagine Uomo 2015, is a welcoming area both to discover and appreciate the qualities of the new products.
A wide, luminous wall reveals the famous “walk” designed by AG Franzoni in the sixties: Moreschi shoes are displayed on a illuminated  background, representing the “route” from the brand’s past to its present.
In the centre, four big, white kaleidoscopes supported by small bundles of metal tubes, create endless reading in a dynamic game of display, lights and projections around the product.
Optic cones which offer dual reading on the larger side, on a plane of black Alcantara, accommodate product types, arranged in different versions and pinpointed by two striped luminous bands and lateral mirrors which reflect the image on and on.
On the other side, where the kaleidoscope narrows, different layers of virtual information overlap: each of the four transparent screens offers a story, which reverberates on the shoe in the centre of the kaleidoscope.
An essentially minimal white space where the shoes placed inside the kaleidoscopes assume new meanings through the  multiple reflections and the dynamism of the images.

moreschi-pitti_1
moreschi-pitti_6
moreschi-pitti_5
moreschi-pitti_4
moreschi-pitti_2
moreschi-pitti_3

Start typing and press Enter to search