Expo 2015 Granarolo Pavillon

Exhibition hall and store Expo 2015

The exhibition aims to explore the theme of milk as a creative principle and wants to reflect on the meaning of this food as a first nutrient source for man. For this reason, the project takes the form of an artificial galaxy able to welcome visitors of Expo 2015 in a mysterious environment that is necessary to explore step by step, an interactive experience that is transformed during the time of the visit. The project employs translucent surfaces to design an immaterial, fluid and continuous exhibition space.

The pavilion is transfigured into a cavity formed by overlying layers of organic semi-transparent membranes that fold back on themselves following curvilinear geometries in order to expand the vertical surface and thicken the exhibition space. At the same time the path of the exhibition is divided into several thematic areas that facilitate the reading of the space and the different contents of the communication. The aim is to maximize the visitor experience, interaction and entertainment, as the experiential dimension is conveyed primarily by the same architectural design.

Type: Commessa
Client:  Granarolo S.p.A.
Architectural Project: Mario Cucinella Architects
Team: Mario Cucinella,  Julissa Gutarra, Gabriele Motta, Emanuele Dionigi, Daniele Morelli, Pietro Marziali, Arianna Balboni, Alberto Casarotto, Fabrizio Bonatti, Giulia Pentella. Models: Yuri Costantini
Multimedia: Tarpini Production
Visual: AL_A; Level
Photo credit: Moreno Maggi
Customization Frigovetrine: EPTA Design
Structural Engineering: ILTEC Design – Giuseppe Cecinato Enginering
Mechanical Engineering: ILTEC Design – Per. Ind. Milo Rozzarin
Electrical Engineering: ILTEC Design – PROEL Studio Tecnico Associato (Per. Ind. Massimo Ghesini)
Fire Consulting: IDF Studio (Ing. Andrea Luppi)
Acustic: Studio Raff srl (Ing. Gabriele Raffellini)

The exhibition aims to explore the theme of milk as a creative principle and wants to reflect on the meaning of this food as a first nutrient source for man. For this reason, the project takes the form of an artificial galaxy able to welcome visitors of Expo 2015 in a mysterious environment that is necessary to explore step by step, an interactive experience that is transformed during the time of the visit. The project employs translucent surfaces to design an immaterial, fluid and continuous exhibition space.

The pavilion is transfigured into a cavity formed by overlying layers of organic semi-transparent membranes that fold back on themselves following curvilinear geometries in order to expand the vertical surface and thicken the exhibition space. At the same time the path of the exhibition is divided into several thematic areas that facilitate the reading of the space and the different contents of the communication. The aim is to maximize the visitor experience, interaction and entertainment, as the experiential dimension is conveyed primarily by the same architectural design.

Type: Commessa
Client:  Granarolo S.p.A.
Architectural Project: Mario Cucinella Architects
Team: Mario Cucinella,  Julissa Gutarra, Gabriele Motta, Emanuele Dionigi, Daniele Morelli, Pietro Marziali, Arianna Balboni, Alberto Casarotto, Fabrizio Bonatti, Giulia Pentella. Models: Yuri Costantini
Multimedia: Tarpini Production
Visual: AL_A; Level
Photo credit: Moreno Maggi
Customization Frigovetrine: EPTA Design
Structural Engineering: ILTEC Design – Giuseppe Cecinato Enginering
Mechanical Engineering: ILTEC Design – Per. Ind. Milo Rozzarin
Electrical Engineering: ILTEC Design – PROEL Studio Tecnico Associato (Per. Ind. Massimo Ghesini)
Fire Consulting: IDF Studio (Ing. Andrea Luppi)
Acustic: Studio Raff srl (Ing. Gabriele Raffellini)

The exhibition aims to explore the theme of milk as a creative principle and wants to reflect on the meaning of this food as a first nutrient source for man. For this reason, the project takes the form of an artificial galaxy able to welcome visitors of Expo 2015 in a mysterious environment that is necessary to explore step by step, an interactive experience that is transformed during the time of the visit. The project employs translucent surfaces to design an immaterial, fluid and continuous exhibition space.

The pavilion is transfigured into a cavity formed by overlying layers of organic semi-transparent membranes that fold back on themselves following curvilinear geometries in order to expand the vertical surface and thicken the exhibition space. At the same time the path of the exhibition is divided into several thematic areas that facilitate the reading of the space and the different contents of the communication. The aim is to maximize the visitor experience, interaction and entertainment, as the experiential dimension is conveyed primarily by the same architectural design.

Type: Commessa
Client:  Granarolo S.p.A.
Architectural Project: Mario Cucinella Architects
Team: Mario Cucinella,  Julissa Gutarra, Gabriele Motta, Emanuele Dionigi, Daniele Morelli, Pietro Marziali, Arianna Balboni, Alberto Casarotto, Fabrizio Bonatti, Giulia Pentella. Models: Yuri Costantini
Multimedia: Tarpini Production
Visual: AL_A; Level
Photo credit: Moreno Maggi
Customization Frigovetrine: EPTA Design
Structural Engineering: ILTEC Design – Giuseppe Cecinato Enginering
Mechanical Engineering: ILTEC Design – Per. Ind. Milo Rozzarin
Electrical Engineering: ILTEC Design – PROEL Studio Tecnico Associato (Per. Ind. Massimo Ghesini)
Fire Consulting: IDF Studio (Ing. Andrea Luppi)
Acustic: Studio Raff srl (Ing. Gabriele Raffellini)

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Pensiamo il latte come principio creativo, è la prima fonte nutritiva dell’uomo e diviene fonte di ispirazione per concepire uno spazio inedito ed esplorare nuove modalità di comunicazione e interazione. L’allestimento materializzerà un cielo denso di informazioni attraverso l’uso della luce e della proiezione, immergendo i visitatori in una nuvola carica di stimoli e contenuti visuali interattivi.

L’allestimento intende esplorare il tema del latte come principio creativo e riflettere sul significato di questo alimento come prima fonte nutritiva dell’uomo. Per questo motivo il progetto prende la forma di una galassia artificiale capace di accogliere i visitatori di Expo 2015 in un ambiente misterioso che occorre esplorare poco alla volta, un’esperienza interattiva che si trasforma durante il tempo della visita. Il progetto impiega superfici translucide per ri-disegnare lo spazio dedicato all’esposizione in un ambiente immateriale fluido e continuo.

Il padiglione viene trasfigurato in una cavità organica costituita da strati sovrapposti di membrane semitrasparenti che si ripiegano su se stesse seguendo geometrie curvilinee in modo da espandere la superficie verticale e addensare lo spazio espositivo. Nello stesso tempo il percorso dell’esposizione è suddiviso in diverse aree tematiche che facilitano la lettura dello spazio e dei diversi contenuti della comunicazione. In questo modo si intende massimizzare la visitor experience, l’interazione e intrattenimento, in quanto la dimensione esperienziale è veicolata in primo luogo dal progetto architettonico stesso.

Tipologia: Commessa
Cliente: Granarolo S.p.A.
Progetto Architettonico: Mario Cucinella Architects
Team: Mario Cucinella, Julissa Gutarra, Emanuele Dionigi, Daniele Morelli, Pietro Marziali, Gabriele Motta, Arianna Balboni, Alberto Casarotto, Fabrizio Bonatti, Giulia Pentella. Modelli: Yuri Costantini
Installazione multimediale: Tarpini Production
Visual: AL_A; Level
Photo credit: Moreno Maggi
Customization Frigovetrine: EPTA Design
Progetto Strutturale: ILTEC Design – Giuseppe Cecinato Enginering
Progetto Impiantistico meccanico: ILTEC Design – Per. Ind. Milo Rozzarin
Progetto Impiantistico elettrico: ILTEC Design – PROEL Studio Tecnico Associato (Per. Ind. Massimo Ghesini)
Consulenza antincendio: IDF Studio (Ing. Andrea Luppi)
Consulenza Acustica: Studio Raff srl (Ing. Gabriele Raffellini)

Client
Location
Year
2015
Type
Exhibitions
Category
Installation
Area
Status
Completed

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