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april 18, 2018 - MDF

Lightness, essentiality, innovation: the simple luxury of ideas


“An evolution for our identity, that is changing to intercept new #design languages and to interpret the most innovative market trends”. #mdf Italia corporate image renovation project started from this reflection by Cassina family. It is about the start of an important path for the brand, that doesn’t alter the hallmarks of its style – lightness, simplicity, innovation – but adds dynamism to its journey towards great goals to share with the public. For this project, the brand decided to start from #salonedelmobile and from a newly-conceived architecture of the stand that represents at best #mdf Italia’s essentiality on the go. The company relied upon the expertise of renowned professionals to create the exhibition space at the Milan-based #event: Alessandro Scandurra for the #design, Leonardo Sonnoli for the graphic concept, Martina Sanzarello for the styling. The new team developed a project to highlight the company identity’s evolution without changing its DNA. Therefore at Salone, visitors are proposed a stand perfectly evoking this “change of skin”. The stand is actually wrapped in a transparent material that envelops the space in an ethereal cloud, which, however, allows a glimpse of the movement inside it, testifying the company’s dynamism, its wish to create. The big diaphragms, both suspended and on the ground, define scenes that converge in an iconic central element, to underline the tension between essentiality and the products’ living energy and products are the real protagonists of the space. This years, guests can admire Jean Nouvel Design’s Super_Position bookshelf, Luca Nichetto’s Quark system, Jean Marie Massaud’s Neil armchair and more creations to be discovered in the hints of rooms that flow into one another. In tune with innovation, you’ll see the endless lightness of Axy table, the inlays’ geometries on Cazzaniga’s Tense Marble table to end with the softness of Simone Bonanni’s Siena rocking armchair.

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