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DC Host 2015
DC Host 2015
Milan, Italy
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Other Projects by Eight Inc.
DC Host 2015
Milan, Italy
Eight’s work for Dalla Corte, an Italian manufacturer of professional espresso machines, culminated in the design of an exhibition stand for Host. The bi-annual trade show focussed on the hospitality industries offered the perfect opportunity to launch the company’s new brand and bring to life their promise to ‘Make it better’. In direct analogy to the dualistic nature of the new brand, which contrasts notions of technological excellence with youthful enthusiasm and passion for coffee, the Host stand is split lengthways into two zones on either side of a 4m high and 15m long central ‘billboard’. Dalla Corte’s professional range of espresso machines is showcased on one side of the ‘billboard’ whilst the other side is dedicated to the launch of a new machines concept - Dalla Corte Mina - a family of semi-professional machines. Corresponding large-scale graphics are displayed on the billboard’s surface, which has been split into vertical fins, set at a 60 degree angle to the main direction of the stand. This allows visitors to traverse freely from one side to the other while maintaining a clear distinction between the two. Despite their precise positioning the fins create a playful environment: walking along the length of the stand perspectives and views both of machines and graphics continuously change. The complete artwork on each side of the billboard is perceptible from only one specific vantage point, which will trigger curiosity and encourage movement around the stand. To demonstrate and bring to life Dalla Corte’s new brand principles American illustrator Timothy Goodman will ‘deface’ an otherwise bare plasterboard cube with his signature handwriting. The cube - positioned adjacent to the billboard - doubles as storage space and also provides a vertical surface to project a film about Dalla Corte’s sister brand ‘Urang Utan Coffee’
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