17-10-2013
The image is an object: Floornature goes to VisCom.
At the 25th VisCom Italia 2013, the visual communications trade fair held October 3 through 5 at the trade fair centre in Rho, Floornature explored the power of digital printing as an aid in design.
Images as objects might be the best description of the Fenix DG stand set up by Francesca Borghi’s Your Smart Agency: a tangible example of visual marketing, as described in the book “L'immagine è un oggetto. Fondamenta di Visual Marketing con Storytelling” (The Image is an Object: The Basics of Visual Marketing with Storytelling). (http://www.floornature.it/notizie-novita-design-architettura/news-paolo-schianchi-limmagine-e-un-oggetto-8884/).
Visitors to the stand were welcomed in a setting made comfortable by elegant details such as sofas, lamps and even a spiral staircase. But closer inspection revealed the truth about these visual effects: they were images created by digital printing, a sophisticated technology that creates an illusion of reality.
The space featured a variety of different textures, depths and perspectives, with three-dimensional effects created using a house-shaped container expressing all the power of an image given concrete form by cutting-edge technologies. The old adage “a picture is worth a thousand words” was definitely true at this stand.
Stand concept and executive management: Your Smart Agency by Francesca Borghi, www.yoursmartagency.it
Client: Fenix DG
Digital printing: My Collection, http://www.mycollection.it
Location: Rho, Italy
Year: 2013
Photos: Yuri Vazzola, www.yurivazzola.com
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