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On the occasion of Salone del Mobile.Milano 2023, Patricia Urquiola designed Kettal’s stand with an architectural approach, based on volumes and spaces that create a dialogue between the brand's philosophy and the products that are part of their collection.
Externally Urquiola wanted to give more permeability, as the intent behind her creation was, in fact, to intrigue the visitor and invite them to gradually discover the internal space, whose language is only hinted at externally. The design was a four-handed story that aimed at making a dialogue between the outdoor dimension proposed by Kettal with Urquiola's desire to enhance the products, within an environment that recalls the atmosphere of an art gallery.
Once through the entrance, a dialogue between finishes and products takes place—the colours of the booth are in complete harmony with the products. An architectural envelope in which the neutral term becomes functional to the exhibition. As in all Urquiola projects, the main goal is to enhance the soul of the brand by defining in a sartorial way an 'outside the box' conception with new and unexpected perspectives.
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