At SICAM 2022, Master Profili will unveil its new exhibition pavilion, designed as an immersive space that transforms the exhibition area into a distinctive and recognizable environment.
The concept is based on the idea of a “living wall”: a continuous architectural feature that, like a contemporary greenhouse, incorporates vegetation into its structure. The plants are not merely decorative elements, but an integral part of the composition, helping to create a natural setting that envelops the visitor and highlights the products on display. The greenery thus serves as a filter, a backdrop, and the narrative framework of the exhibition. The structures are made entirely of black MDF, a choice that lends material depth and a bold character to the installation, creating a sharp contrast with the lightness of the vegetation.
The backs of the cabinets, made of ribbed polycarbonate, introduce transparency and play of light, amplifying the sense of layering and making the wall permeable to light. At the center of the space stands a counter, conceived as the focal point and linchpin of the entire display system. It serves not only as an information desk and reception area, but also as an organizing element around which the brand’s narrative unfolds. Together, these elements create a cohesive and recognizable environment where materials, light, and nature interact to highlight the product, which has been left entirely white to emphasize the various types of craftsmanship.
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