iGuzzini’s exhibition space at Light+Building 2012 - News iGuzzini

At Light+Building 2012, iGuzzini will present a fusion of art, culture and technology. Our high impact exhibition space has been designed by reputed Italian set designer, Giancarlo Basili.

A prominent set designer for Italian cinema, Basili is a thorough professional with whom the company has had several successful partnerships; most notably, the Italian Pavilion in Shanghai and ‘Bob e Nico, sull’avventura umana e artistica’ by Roberto Benigni and Nicoletta Braschi.

A large luminous floor (walk-over LEDs), with continuously changing images, is situated at the centre of the space and paints a complete image of the Italian landscape. On the ceiling, there is a hyper-realistic reproduction of the famous fresco by Mantegna known as ‘Camera Picta’, which is originally situated within the Castle of Saint George in Mantua. The painting, made with a technique that faithfully reproduces the fresco, recalls the relation between nature and architecture from the past; a relation that is constantly explored by iGuzzini. When visitors sit down (all furnishing elements are transparent to increase the effect), they will find themselves between a constantly-changing video floor and a ceiling that highlights Italian dexterity.

“On the bottom wall,  just like a big film screen, a large plasma wall (6m x 3m approx.) will show a series of videos that have been carefully chosen to illustrate the part of iGuzzini universe related to art, craftsmanship, design, intellectual creation, project activity, as well as prestigious architects and designers who collaborate with the company. Behind the plasma wall a large exhibition space will host a number of switched-on products to appreciate their functions.

Aligned with the plasma wall, in front of the entrance, you will find the reception desk. Its position inside the pavilion, and not at the entrance, was decided to let visitors move autonomously and freely in the space before meeting the reception staff from iGuzzini.

The two large lateral galleries (one for indoor and one for outdoor products) bring us back to the idea of an art exhibition, while the projections on the lateral transparent walls allow for reading the details about every aspect of the exhibited product. The ad-hoc images describe and enlarge the object, but visitors can also touch the products that will be placed on a table, just like an artwork.

The decision to use transparent materials as support for projections was determined by the will to show a constantly-moving space, also from outside the pavilion. Through the projections that are read in transparency, from outside visitors can  partially see what they will be shown inside.”  -  Giancarlo Basili

iGuzzini’s exhibition space at Light+Building 2012 is located at Hall 3.1 E31