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Ceramic Tiles of Italy Booth Design Proposal
Ceramic Tiles of Italy Booth Design Proposal
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Ceramic Tiles of Italy Booth Design Proposal
Type
Cultural ›
Ceramic tile is one of the oldest
building materials. Its production is probably one of the most
interesting transformations of a natural material into a dynamic
building material. Starting out as a powdery substance, as it gets
exposed and moved to different conditions within the manufacturing
process, it becomes a solid product. This is the essence of the design
for the Ceramic Tiles of Italy Pavilion: A story about a solid product
and its manufacturing process told in a visual exhibition through
abstractions of various tile installations and techniques. To
achieve optimal view of the use of ceramic tile on the floor, the design
introduces a sloping surface, where the floor becomes a hybrid
floor-wall, that leverages two important things: The ceramic
floor tiles can be viewed as one walks through the tramway approaching
the pavilion. The inclined surface gives an instant snapshot of the tile
instead of having to stand directly above the tile to view it. It also
leads the eye to the information desk directly behind it. It serves
as a way to showcase the Ceramic Tiles of Italy logo through visual
layering. The logo is “experienced” rather than “viewed” because as one
approaches the pavilion, the casual observer’s eyes are directed from
the series of red square tiles that seemingly move. At the center of the
incline is a square hole that when viewed from the tramway, produces a
red square from the wall behind it. The whole sloping installation then
becomes a unique and eye-catching exhibit piece that expresses the
abstraction of the “movement of tile” during a manufacturing process.
The underside of the slope is expressed, exposing the concept of the
“clip tile” installation. The idea of “movement in the tile
manufacturing process” is then continued on the west side of the
pavilion through the introduction of a visually connected flow of tiles
from the floor that extend to the wall. This wall will showcase a
segment of a ventilated facade system. It can also be viewed by people
while waiting in line at the food serving area. The
restaurant/cafe food service area allows for the continues flow of
people forming separate lines for food service and another line for
coffee service. The walls forming this area will be clad in tiles that
have been image-printed with pictures showing the tile manufacturing
process of member companies within Ceramic Tiles of Italy. It becomes a
retrospective in itself, that is meant to be viewed and become
conversational pieces while people wait in line at the food/coffee
service area during peak hours. Each element in the space then
ties in with the bigger picture of the pavilion showing vignettes of a
story on how the tile came to be.
building materials. Its production is probably one of the most
interesting transformations of a natural material into a dynamic
building material. Starting out as a powdery substance, as it gets
exposed and moved to different conditions within the manufacturing
process, it becomes a solid product. This is the essence of the design
for the Ceramic Tiles of Italy Pavilion: A story about a solid product
and its manufacturing process told in a visual exhibition through
abstractions of various tile installations and techniques. To
achieve optimal view of the use of ceramic tile on the floor, the design
introduces a sloping surface, where the floor becomes a hybrid
floor-wall, that leverages two important things: The ceramic
floor tiles can be viewed as one walks through the tramway approaching
the pavilion. The inclined surface gives an instant snapshot of the tile
instead of having to stand directly above the tile to view it. It also
leads the eye to the information desk directly behind it. It serves
as a way to showcase the Ceramic Tiles of Italy logo through visual
layering. The logo is “experienced” rather than “viewed” because as one
approaches the pavilion, the casual observer’s eyes are directed from
the series of red square tiles that seemingly move. At the center of the
incline is a square hole that when viewed from the tramway, produces a
red square from the wall behind it. The whole sloping installation then
becomes a unique and eye-catching exhibit piece that expresses the
abstraction of the “movement of tile” during a manufacturing process.
The underside of the slope is expressed, exposing the concept of the
“clip tile” installation. The idea of “movement in the tile
manufacturing process” is then continued on the west side of the
pavilion through the introduction of a visually connected flow of tiles
from the floor that extend to the wall. This wall will showcase a
segment of a ventilated facade system. It can also be viewed by people
while waiting in line at the food serving area. The
restaurant/cafe food service area allows for the continues flow of
people forming separate lines for food service and another line for
coffee service. The walls forming this area will be clad in tiles that
have been image-printed with pictures showing the tile manufacturing
process of member companies within Ceramic Tiles of Italy. It becomes a
retrospective in itself, that is meant to be viewed and become
conversational pieces while people wait in line at the food/coffee
service area during peak hours. Each element in the space then
ties in with the bigger picture of the pavilion showing vignettes of a
story on how the tile came to be.
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