| 15 : 00 – 28 March 2018 |
Barcelona based architecture firm Dom Arquitectura design a unique exhibition stand resembling a traditional hand loom for century old textiles company Sauleda.
Contemplating to make visitors feel standing within a hand loom with various intertwining threads, the architects heading Dom Arquitectura designed the stand with fabric colors in line with the company logo. Sauleda’s exhibition stand is an apt showcase of their pioneering high quality, design and awning fabrics. The interlaced fabrics wound around a series of wooden frames acts as the stand’s roof encloses various interaction spaces with visitors.
View of the stand
Inspiration for the Sauleda exhibition stand
From the Architect –
Sauleda, is a century-old company, specialized in all types of fabrics and awnings. They proposed us the challenge of designing a special stand for their annual fair. Studying the history of Sauleda, we were imagining its origins, with people working on those old handmade wooden handcrafted looms, where hundreds of threads crisscrossed. So we asked ourselves how their current clients would react and what would they experience, when they arrived at the fair and found themselves inside of a large loom. Feeling surrounded by threads that intertwine up and down, as if they were participating in the origins and beginnings of a fabric’s production. This is how the main idea and the project of Sauleda’s stand came to be.
Axonometric view of the exhibition stand
To recreate the idea of being inside the loom, we faced the challenge of designing an element that was in practice hanging, where one could walk underneath, and pass under its fabrics without interruptions. We proposed a set of natural pinewood frames that collected all the interlaced fabrics that together formed an awning. For the interlaced ‘threads’ we chose three different shades of red generating nuances on the corporate colour.
The ribbons generate different shapes and angles as they interlace. The stand opens to the main street through the main façade. On the lateral elevations the ribbons are positioned at different heights providing the space with some privacy and regulating its entrances, according to the interior distribution.
Ribbons at different elevations
Within the stand –
We designed two complementary lighting systems. On the one hand, illuminating the ribbons from the ground up, to enhance and define the loom threads from below. On the other hand, with a warmer lighting based on lamps with lampshades that create a cozy atmosphere. We have designed all lamps with the same ‘screen’ fabric by Sauleda. Thus the forming three lamp types are :- floor lamps, hanging lamps, and table lamps.
Lighting within the stand
Lounge area and bar
The sofas on the lounge areas are designed as well with a fabric from Sauleda. By doing so, we strengthen the brand and maximize the possibilities of its fabrics: awnings, stalls, lamps, furniture and sofas.
Close view of the fabrics
Side elevations of the stand
Impressive and unique stand
Sofa fabrics from Sauleda
Project details :–
Project Name – Stand Sauleda
Lead Architects – Pablo Serrano Elorduy, Blanca Elorduy
Project location – Stuttgart, Germany
Client name – Sauleda
Completion Year – 2018
Built up Area – 320 sq.m.
Photography Credits – © Pablo Serrano Elorduy
Products – Sauleda textiles and fabrics