SAULEDA STAND 18
STUTTGART, 2018
SAULEDA STAND 18
STUTTGART, 2018
Architect:
Pablo Serrano Elorduy
Interior Designer:
Blanca Elorduy
Collaborating Architect:
Joan Garcia (Caisde)
Construction Company:
–
Surface Area:
320 sq m
Project Year:
2018
Photography:
Pablo Serrano Elorduy
Sauleda is a centenary company specializing in all kinds of fabrics and awnings. They challenged us to design a special stand for their annual fair. By studying the history of Sauleda, we imagined its origins, with people working on those old wooden artisanal looms, where hundreds of threads were interwoven. We considered how their current clients would react and what sensations they would experience upon arriving at the fair and finding themselves inside a large loom. They would feel surrounded by threads intertwining above and below, as if they were participating in the origins and beginnings of fabric making. From there, the main idea and project for the stand emerged.
To be inside the loom, we faced the challenge of designing an element that was practically suspended, allowing us to walk underneath and pass through its fabrics without interruptions. We proposed a set of frames and natural pine wood structures that would hold all the ribbons placed like awnings, for which we chose three shades of red to create nuances over the corporate color.
The ribbons generate different shapes and angles as they intertwine. The stand opens to the main street through the facade, and the side elevations are designed with different heights of ribbons, providing the space with semi-privacy and slightly opening to propose adjustable entrances, depending on the interior distribution.
Inside the stand various lounging areas alternate with exhibition zones, a bar, and a special area for clients elevated one meter off the ground, with access to a meeting room.
The lighting is approached in two ways: on one hand, directed upwards towards the ribbons to enhance and define the loom’s ribbons from below. On the other hand, there is a warmer lighting using lamps with shades, creating cozier ambient areas. We designed all the lamps with the same screen fabric from Sauleda, forming three types: floor lamps, hanging lamps, and table lamps.
“The side elevations present ribbons at different heights, creating semi-privacy and opening the space with adjustable entrances, thus adapting to the interior distribution and offering a dynamic and personalized experience.”
“Experience the sensation of being immersed in an environment of intertwined threads, evoking the primordial essence and ancestral process of fabric making.”
“The sofas in the lounging areas are also covered with Sauleda fabrics, which not only enhances the brand but also demonstrates the versatility of their products in awnings, booths, lamps, furniture, and sofas.”
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