Our on-going work in collaboration with Arper, the innovative furniture company based in Treviso Italy, focuses on developing and extending their brand strategy and communicating core principles: simplicity, clarity, and humanism. 2016 centered on a celebration of their award-winning family of Catifa chairs with new models, colors and materials. The brand voice developed by 2x4 was expressed in an environment for the Salone del Mobile designed by 2x4 Madrid and applied in print materials designed in collaboration with WAX studios.

The Salone installation celebrating the Catifa chair featured a dramatic entrance that highlighted the new Catifa collection in a circular vignette. The environment was composed of angular areas that formed individual displays and clear, expressive furniture layouts allowing for direct perspectives and deep focus. The simple narratives and clean styling of the vignettes – the result of a close collaboration between Arper, Lievore Altherr Molina, Studio Baker and 2x4 Madrid – were exceptionally photogenic and generated over 4,000 shared Instagram images.

Execution