02/11/2018 - Pedrali has presented its new collections at Orgatec with an installation designed by the Milanese architectural Studio Calvi Brambilla, now in its third year of cooperation. Drawing inspiration from an object as charged with meaning as a white sheet of paper, Fabio Calvi and Paolo Brambilla pay tribute to the Italian company's latest ideas with a space that moves between the creation of an art setting and the dramatization of the product.
A blank sheet of paper forms the leitmotif of the entire exhibition, and constitutes a poetic icon that transcends into a communicative and architectural element.
Besides being a silent and constant element accompanying everyday working life, the white sheet of paper symbolises the birth of new ideas, brimming with evocative and creative significance, able to materialize and take shape in a project.
Inside the 400 square metre stand, superimposed volumes of paper become decorative macro-architectures in which the predominant colour is peacock blue, the iconic shade that has dominated the brand's trade show stands for the last two years. This structure gives life to eight scenes that accommodate Pedrali's spectacular office products, like actors on a theatrical stage. Behind, a back-lit backdrop highlights a series of artistic photographs interpreting each product, accentuating their unique characteristics.
The subject of these artistic shots by Filippo Piantanida is once again the white sheet of paper, a prolific Italian photographer known for his skilful use of chiaroscuro. Through these representative shots, suggesting movement, shape and product features, the products seem to leap out of the dark, bringing to mind the world of theatre. The result is refined, elegant and truly eye-catching.
Pedrali has presented a preview of five new products: Elinor, Temps, Ypsilon, Boxie and Ray. Orgatec is the best show for the launch of the first two Executive Chairs of the Italian Brand. Dynamic seats of new concept that confirm and underline Pedrali's success into the office world. These products, through the use of new technologies and the skilful combination of different materials, continue Pedrali' path in the constant stylistic research and enhancement of functionality.
The Italian company will also be taking this opportunity to launch its new collaboration with Claudio Bellini, a leading designer specialising in contemporary office furnishings.