Marmomac Visual identity & Environmental design

The Challenge

Marmomac is the world’s leading exhibition for the stone industry and is an important appointment for all the industry sectors.
In 2019 took place the 54th edition of the event and they engaged us to create the visual of Pavilion 1, “The Italian Stone Theatre”: an area dedicated to the excellence of Made in Italy through experimentations and themed exhibitions, where international companies, architects and designers take on creating new pieces, using innovative technologies applied to stone materials.

The theme for the 2019 edition was “Naturality”, with particular focus on the “naturalness of stone”, considered as the relationship between geo- and biodiversity.

The Approach

Our starting point was a quote from Leonardo da Vinci. He writes in his Painting Essay:

“[…] if you look at some walls covered with various stains or stones of mixed varieties […] you can see similarities of different countries, adorned in different ways with mountains, rivers, stones, trees, large plains, valleys, and hills; you can still see different battles and acts of strange figures, faces and clothes, and infinite things, which you can reduce in good and intact form.”

Here the intuition: the natural lines of marble tell the history of this material through time and environmental changes. But not only: they can hide images and representations of reality. In marble, time and vegetable nature weave together, giving shape to real spontaneous art piece.

We concretized this concept with the fusion of vegetable elements – a poppy and a eucalyptus twig – and the irregular lines of Carrara marble. We proposed the visual in the various declinations required by the event.

The Results

With this Leonardesque revelation in mind, we designed the cover cloth for the “The Italian Stone Theatre” pavilion facade. We also designed all the graphics applied to all the interior set-up of the structure. We created a series of paper supports, including the catalogue attached to the SeptemDomusber edition of Domus, a prestigious magazine .

The uniformity of the proposal, both on a large scale and in paper format, allowed us to express the uniqueness of the event through a single and inclusive key.