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Potocco's Milan exhibition intertwined indoor and outdoor settings

Potocco established its bold presence at the Salone del Mobile.Milano 2024 in a brand-new location, within the fair's renewed pathway and exhibition flow.

This year's exhibition design had Studio Binocle (founded by Lorenzo Bini) to thank, under the artistic direction of Chiara Andreatti. The result was a path of intertwining indoor and outdoor settings with an uninterrupted aesthetic and formal understanding of the design, defined by architectural details and natural colours.

This year's stand was a major change of pace for the brand, which envisioned a compartmentalised and intimate view of living: the sensation of being in a home, without distorting the exhibition essence of the installation.

The square, regular floor plan divided into nine rooms was interrupted by rounded walls that accompanied the visitor on a fluid, continuous perspective path. The walls featured a tactile concrete-effect finish in warm beige tones, forming the key element of the design. The curved walls reflected a course, scratched texture, while the linear ones were distinguished by a smooth, regular finish.

The stand also reflected the company's work towards an increasingly sustainable, controlled, and conscious production-line, ensuring increasingly environmentally-friendly processes while maintaining the excellence of the final product.

Potocco presented new products, collection expansions, and bestsellers on this refined and elegant stage, featuring precious materials, refined finishes, and an intense and balanced colour palette.

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