Location: Salone del Mobile 2012. Milano
Date: April 2012
Client: Pedrali

Ico Migliore and Mara Servetto have designed for Pedrali Stand during the 2012 Design Week a dynamic and allegoric landscape.
In order to explore their quality and wide production and understand it in detail, 10 scenographic, big, out of scale, 5 metres diameter wheels, host the products displayed in all their finishings and shapes.
The series and the wide range of the offer are enlightened by the living narrative of graphic dynamic video projections, shown on the wheels’ backgrounds and allowing a double layer of reading.
The volume designed for the reception and the lounge area becomes a background offstage of the different perspectives.
A multilayered border, containing from metallic grid to semi-transparent fabric, allows to see through into the depth.
An installation along the sides of the volume, created with ‘happyapple’ lights, the new exterior lights produced by Pedrali, characterizes and underlines the different layers with light.