Pitti Immagine Uomo / Fortezza dal Basso. Florence / January 2017 / Moreschi S.P.A.
Pitti Immagine Uomo / Fortezza dal Basso. Florence / January 2017 / Moreschi S.P.A.
The landscape, designed by Migliore+Servetto Architects for Moreschi at Pitti Immagine Uomo 2017, creates an ethereal environment using white, as key color, and outlining the indefinite lines of its borders, multiplied by the mirror wall. A huge wheel, located in the centre of the stand, animates a dynamic storytelling focused on the lightness of the new shoe released by Moreschi.
The big stage machinery comes to life thanks to the dynamic and unexpected swings of the beams inside, that host the product as well, and thanks to the video-animations placed at the both side of the wheel. The videos are able to overlap significantly on the transparency of the material support, captivating reference images.
The first video “Walk up” draws the visitor into an dreamlike experience which includes three iconic elements of lightness: the feather, the balloon and the dandelion clock dialogue with Moreschi’s shoe; the second video, “Light Weight”, focuses instead more directly on the quality of the product presented.
Thus the wheel evokes, in its swing, the sense of lightness and balance, placing the Moreschi’s shoe at the centre of the stage, as the main character.
Meanwhile, within the windows of Moreschi’s store, in the city-centre of Florence, another wheel displays the theme of lightness creating a dialogue between the products and the graphic images of the dandelion clock, animated by unexpected and balanced movements.
photo courtesy of Moreschi S.P.A.
The landscape, designed by Migliore+Servetto Architects for Moreschi at Pitti Immagine Uomo 2017, creates an ethereal environment using white, as key color, and outlining the indefinite lines of its borders, multiplied by the mirror wall. A huge wheel, located in the centre of the stand, animates a dynamic storytelling focused on the lightness of the new shoe released by Moreschi.
The big stage machinery comes to life thanks to the dynamic and unexpected swings of the beams inside, that host the product as well, and thanks to the video-animations placed at the both side of the wheel. The videos are able to overlap significantly on the transparency of the material support, captivating reference images.
The first video “Walk up” draws the visitor into an dreamlike experience which includes three iconic elements of lightness: the feather, the balloon and the dandelion clock dialogue with Moreschi’s shoe; the second video, “Light Weight”, focuses instead more directly on the quality of the product presented.
Thus the wheel evokes, in its swing, the sense of lightness and balance, placing the Moreschi’s shoe at the centre of the stage, as the main character.
Meanwhile, within the windows of Moreschi’s store, in the city-centre of Florence, another wheel displays the theme of lightness creating a dialogue between the products and the graphic images of the dandelion clock, animated by unexpected and balanced movements.
photo courtesy of Moreschi S.P.A.
