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Mazda Exhibition Programme
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Mazda Exhibition Programme
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There are only a few occasions when car manufacturers can show their products side by side and the yearly Motorshow is one of these. What is quite odd, however, is the desire for all participants to look identical to the next. So how do we make Mazda stand out from the crowd? Our design strips the stand of the cacophony of loud music and garish graphics employed on all other stands to expose the car and excite the senses. Entering the stand, the visitor is enveloped in light, leaving behind the confusion of the exhibition hall and the competing stands. Light is bounced from above and below, washing the curves of the cars, displacing shadows in a sea of light, and presenting the cars under the most perfect conditions. |
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A giant light reflector hovers over the stand giving it prominence from any point in the exhibition hall thereby defining the 'place of Mazda'. Below this a series of structures house hospitality, finance, and a control room for the lighting and sound. Throughout the stand, rectilinear forms and the materials contrast with the sensuous and curvilinear nature of the cars. Waves of ambient sound wash across the stand to create a soothing environment, in direct contrast to the neighbouring stands. The stands present a memorable and clear image from a long distance, an image of light. As an adjunct to our work in the UK the practice designed a stand for the Geneva Motorshow. The design conceives of the stand as a villa with garden. The villa houses administration spaces with a café above. This elevated position invited the public to survey the 'garden' display of cars and surrounding stands within the hall. The garden is divided into a number of parallel strips, each describing a different topography (flat or waved) and each with a different applied floor finish. The garden is quite literally a series of synthetic sample landscapes in which to exhibit the cars. |
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