In the Cersaie 2023 stand design, I retained the luminous identity of white—this time calibrated to a warmer, more enveloping hue—to provide perceptual continuity to the Group's narrative and, at the same time, introduce a shift in spatial grammar. Although working on the same lot as Cersaie 2022, the layout abandons the tunnel concept and becomes a free-form composition, in which vertical partitions define spaces and perspectives, making the visit more fluid and understandable.
Booth Cersaie 2023
Colamedici | 2023
The stand is designed along two complementary lines:
on one side, an internal path allows visitors to explore the different product worlds of the five brands; on the other, an external façade connects with the main corridor through three display cases—two dedicated to complete bathroom spaces, and one more intimate and focused on faucets from LaBlù, the group's latest addition.
The central wall is the key element of the project: not just a spatial diaphragm, but a narrative support that highlights the new eco-friendly finish of AXA ceramics, transforming a process innovation into an immediate, public, and understandable message.
Strategy
Strengthen the Group's recognizability by maintaining a warmer, white-driven color palette to increase visual comfort and permanence.
Reorganize the experience: from a "tunnel" layout to an open-plan layout to improve orientation, accessibility, and the quality of the experience.
Communicate innovation (AXA sustainable finish) with a clear architectural device: a poster wall at the center of the stand.
Double the display format: internal route (immersion) + external showcases (attraction and engagement from the corridor).
Design
Vertical partitions as a score: they define spaces, rhythms and product shots without weighing down the volume.
Three external windows along the long front: two multi-brand “bathroom scenes” + a window dedicated to LaBlù with a themed taps display.
A micro-landscape in the LaBlù showcase: faucet displays emerge from a small garden, combining technical materials and natural sensibility.
Narrative central wall: integrated and hierarchized text to make sustainability a readable quality, not a hidden detail.
Trade fair logo: a concise symbol that represents the Group's universe and unifies the brands into a single constellation.
Results
Greater visual permeability and increased attractiveness along the corridor thanks to external windows.
More intuitive internal navigation: immediate understanding of brands and exhibition areas, for a less constrained and more natural visit.
Sustainability made visible: the eco-friendly AXA finish becomes a central and memorable content, not just a simple slogan.
Consolidated group identity: aesthetic uniformity + differentiation by scene and device, without dispersion of the message.
