CLARKS ORIGINALS @
PITTI UOMO FAIR
Clarks Originals’ exhibition stand Pitti Uomo, Firenze, Italy
Last year we designed and built Clarks Originals’ exhibition stand at Pitti Uomo in Firenze, Italy. We teamed up again for this summer edition, resulting in a Clarks Originals-stand even more remarkable than the one at Pitti Uomo 2015. We pressed the Clarks-logo into the massive block of concrete that functioned as the stand’s backdrop. Inspiration for these imprints came from the brand’s catalogue, which is characterised by 3D embossing. Needless to say, Clarks Originals left quite an impression at Pitti Uomo.
By opting for dark varnished oak wood accents we’ve created juxtaposition with the cold concrete, a metaphor to Clarks Original’s typical bold elegance. For the headphones linked to the video screens on the stand, we got some help from that other classic British brand, known for craftsmanship: Marshall Amplification.
Besides presenting this season’s Clarks’ Originals’ collection, the stand showcased the brand’s heritage in a unique way. On one hand, visitors could see the ‘vegtan’-story: the transformation in look and colour of vegetable tanned leather over time. Leather patches were incorporated into the design of the presentation table as an example of this process. On the other hand, visitors could enjoy the ‚Kingston All Stars’ on the stand’s screens in the ‚Woven in our Roots’-story, a short documentary with a not-so-common group of fans of the brand.