Ippolito Fleitz Group – Identity Architects

Brunner uses the occasion of the 2012 Milan Furniture Fair to present two new products: its ‘hoc’ stool and its ‘plot’ modular seating system. Ippolito Fleitz Group was commissioned once again to create a setting resembling an installation, an intense spatial experience in which to showcase Brunner’s new products. From a distance, the strictly black and white backdrop takes a back seat to the colourful seating objects, which draw visitors in to try them out. At closer look, the black and white backdrop transforms itself into a textual world, taking visitors on a poetic voyage of discovery, inspiring them to stop and tarry awhile.

The ‘plot’ system provided the inspiration for the design. Different combinations of colour, geometry and height form personalised seating landscapes, thus freeing up the seating experience entirely. It becomes spontaneous, unrestrained and almost limitless, just like the thoughts and ideas that arise during the contemplative act of sitting.

It is precisely these precious moments in time and elicited feelings that are mirrored on the enclosing walls. The simple rectangular space is completely covered in an installation of 54,000 plastic letters, as you might remember from good old information boards that have all but vanished from hotel lobbies, Italian bars, airports, railway stations and conference facilities. White, plastic letters set in a black, grooved background create fascinating associative figures and scenarios, opening up whole intellectual worlds. Some of the motifs refer to the company’s base in the Black Forest, others relate to the theme of sitting. Once you get closer, the images dissolve into lines of text in German, English and Italian – recalling the writing of poetry itself. On perusing the lines of text, you will come across product descriptions of the two seating objects, as well as sequences of dialogue, song lyrics, quotations and meditations that all have something to do with the theme of sitting. One product name emerges ironically from a scarf worn by a stag, another tumbles from the hand of God. The stream of words spills over onto the floor, where it delineates the objects on display. A brightly illuminated, cloudy sky of contoured textile fins is suspended above the whole scene, conjuring up fantastic worlds of the mind, and transforming the experience of testing a new product at an exhibition into a contemplative moment of relaxation.

The exhibition stand is accompanied by a campaign consisting of an invitation and tote bag.

Client
Brunner GmbH

Size
90 sqm

Team
Peter Ippolito, Gunter Fleitz, Tilla Goldberg, Jörg Schmitt, Daniela Schröder, Axel Knapp, Martin Berkemeier, Frank Faßmer, Anna Maier, Leonie Beck, Monther Abuhmeidan

Photography
Francesco Di Loreto

Additional photography
Ippolito Fleitz Group – Identity Architects