stand nestle/nestrade | amburgo (D)

introduction

Usually the fair stands are divided into two main types:
– those with a strong emotional impact and
– those exclusively operating.
The second type normally uses modular and standard structures of furniture mostly made of simple elements adapting to the different needs, but they do not allow a strong personalization which can be made just through graphic banners.
The first however, usually more vigorous character, wants to “emerge” and well represent the spirit and mission of the company, the vision.
It is easy to imagine, however, that this kind of fair stands can be very expensive.
The challenge (in the challenge) that we have set ourselves was to design a “system construction” that, by maintaining a high level of customization, while pursuing cost containment and good flexibility,, adaptation and configuration over time: for a repeated use over the years.
In order to do this, we started from an idea.

concept

Ameba
(Amoeba, old greek ἀμοιβή, “change, transformation”)
We so enjoyed synthesize graphically the creativity, skill and variety of Nestlé Professional in providing custom solutions and commercially viable in the food industry.
Amoeba, a living organism with no definite shape, constantly in movement, constantly changing, which incorporates and manages smaller organisms.
The organism is unicellular but complex, tough but flexible, ductile. Alive.
Organisms whose movements produce some extensions, something like arms, which represent together the need to reach and to hold; to arrive and pick up. A simple and basic image but highly evocative.
We thought that the core, the heart of the organism, is the operative area. What is and what remains: a guarantee, a certainty despite its mutable form.
The point to leave from, the point where to go back. The extensions are the arms and legs going outwards, towards the surrounding area for exploring new horizons, new frontiers.
The satellites, the distant organisms, are the brands, joint ventures, the partners and the customers, the opportunities.
Finally the atmosphere, the global scene. The higher ambient. A comfortable place; a place where to be at ease. A friendly and informal place.
A space where the movements is free without rigid constraints, without schemes: an organic environment. Therefore it must be respected, it must be understood as a resource but in accordance with the ecological rules providing for a minimum amount of natural resources: recovery, reuse, re-conversion.

project

The project identifies two distinct areas and formally recognized:
the servant-space and the served-space.
The servant-space is located in the most inside part of the stand, less visible, and containing the warehouse, wardrobe, freezers, fridge and washing area. It has a simple orthogonal shape, making use of two perimeter walls of the stand near the staircase.
To the side but in contact with ordinary roads of the pavilion, there is the meeting room that looks a little isolated but directly connected with the technique area.
The internal viability is compressed into a few meters: a hidden door in the wall allows a direct communication between servant-spaces and the served-spaces.
The served-space is the space of hospitality and is characterized by its anthropomorphic core with the counter where there are two distinct areas: bar and show-cooking.
The counter is linear and with your extensions stretching out like the fingers of one hand towards the external perimeter of the pavilion where there are columns, informally arranged, with also the function as showcases dedicated to business partners.