(2023)
Reshaping
Craftsmanship
Craftsmanship
project: Geppetto is Over at Milan Design Week
client: TA-DAAN
location: Milan, Italy
challenge
TA-DAAN is transforming perspectives on crafts, shifting from the dusty traditional image to a more youthful and punk aesthetic. We were tasked with bringing the e-commerce platform to life with a pop-up retail offering that showcased the diverse skills of multiple artisans.
concept
Geppetto is over: challenging the conventional image of an old-fashioned woodworker tinkering away in his workshop, this concept instead elevated the audacious contemporary artisans who defy conventions and showcased their distinct creations with attitude. The space was designed to reflect the confidence and voice of a new generation of artisans.
Reshaping Craftsmanship
Reshaping Craftsmanship
The first part of the building utilised a large floating wall of backlit polycarbonate to act as a beacon which drew in visitors from the street, whilst also providing an ideal backdrop for daily live demonstrations of wheel throwing, tufting, embroidery, and other artistic skills. The design incorporated the polycarbonate material to imbue the space with a sense of lightness and integrated the event’s tagline into the architecture as an embodiment of the TA-DAAN ethos, creating a captivating element that dominated the store’s entrance.
Statistics
- 7 days of retail
- 8k+ visitors
- 36 artisans represented
Team
- Carola Migliore
- Miles Wagner
Get in touch
hello@reality-is.com