CIMENTO^®

EuroShop 2023 Stand Storytelling

After the first experience of Salone del Mobile 2022, Patricia Urquiola returns to collaborate with Cimento on the occasion of the EuroShop 2023 fair in Dusseldorf.
Also on this occasion, the designer’s approach has a decidedly architectural imprint with volumes and spaces that create a dialogue between the brand’s philosophy and the products that are part of their collection.

Again with this in mind, Patricia Urquiola wanted to give the stand a monumental appearance, allowing the visitor to progressively discover the internal spaces as a large container capable of showing the application of both the furnishings and the Cimento finishes with direct application on the internal surfaces of the stand. Externally, however, we wanted to give more permeability allowing to glimpse what is happening inside with an effect of transparency that intrigues the user to enter inside.

As in all Urquiola projects, the main objective is to enhance the spirit of the brand by tailoring an “outside the box” concept with new and unexpected perspectives.