Designed by Massimo Morozzi, the Edra stand is not just a backdrop for the company’s new products - Leatherworks by Fernando and Humberto Campana; Chantilly by Inga Sempé - and the display of collection items, some turned out in black for the occasion. The stage set for the Edra show is a stand-alone piece of architecture made from component parts of Paesaggi Italiani, Edra’s modular furnishing system. Arrayed in a star pattern, the varnished acryl panels reflect the light brilliantly, creating a kaleidoscopic effect.
There are no daises or walls – just Paesaggi Italiani elements. Much more than a simple container framing exhibits, it is an eye-opener on what the modular system can do. The acryl panels shimmer like precious stones. Colours glinting from all directions create a sort of spatial vertigo - and a spectacular setting for Edra creations.
2007 for Edra is the year of materials: natural, artificial, shiny and mat, rough textured or silky. They are played off against each other in deliberately outrageous contrast to exalt our sense of touch and reveal new spatial densities.
The company’s logo has also become an integral part of this accentuated materiality. Embossed on the panels, it asserts the longstanding prestige of the Edra brand.
Before Milano 2007 trip search complete list of edra products in myCode catalogue
text: edra; repro: edra
