MilanoFiera - Rho
Elica – Aria Nuova
At the 2014 Salone Internazionale del Mobile exhibition for Elica, STARTT designed a green exhibition pavilion, an indoor forest working in poetic reaction with the artificial spaces of the fair.
ELICA RING is the pavilion for Elica, designed by STARTT at the 2014 Salone Internazionale del Mobile. The request to display design products is assumed as an artistic installation surrounded by greenery.
ELICA RING is a suspended, shining ring enclosing a garden: a domestic outdoor, shaded and protected by the branches of trees, which works in poetic reaction to the artificiality of the interiors of the fair and the nearby stands. The presence of the trees recalls the healthiness of a natural outdoor environment; their position generates a sequence of spaces – open-closed, narrow-wide, forest-rural, dense-porous – that highlight the qualities of forms and materials of the design products on exhibition.
Following the path marked by the plants, it is possible to discover different environments for specific functions: the reception area, the meeting rooms, the banquet-restaurant space, the limbo, and the Gutmann space.
Elica’s logo and concept are placed on the outside of the suspended ring; the inside is a mirroring surface that reflects the vibration of the leaves and the movements of people, inducing a game of glances between looking at her-himself and looking at each other.