The stand at the Geneva show Abarth’s stand at the 2010 edition of the Geneva motor show has been completely redesigned to provide a worthy stage for the international debut of two new models.
The concept behind the new stand is one of simplicity: the stand’s design is not a means of communication in itself, but serves only to drawing attention to the values of the Abarth brand. Wherever its cars are found, Abarth is such a clearly recognised protagonist that it can afford to present itself to the public without frills, in its most essential form. This year’s more essential stand helps focus on the two new Abarths making their world debut in Geneva and destined to enrich the Abarth range.
Abarth’s stage for presenting itself to the world consists of a spacious stand divided into two main illuminated areas, each focusing on one of the new cars.
A huge pane of glass in the centre of the space carries the instantly recognisable Abarth logo, while a large LED display creates a backdrop to the new cars and functions as a central feature in the stand’s design.
The entire stand is based on symmetric, straight lines, right angles and neutral, almost unnoticeable materials. White structural components and an abundance of transparent materials eliminate visual “noise” and focus clearly on content.
Technical drawings of Abarth vehicles are displayed under the glass floor. This intelligent solution makes the drawings easily visible to all visitors, reflecting the era when Abarth cars used to have partly raised engine covers to display their performance parts.
Intangible content like light, sound, and digital media is used not as a mere accessory, but to help identify the stand’s focal points in a more integrated and coordinated manner, and to create a sense of dynamism and movement. The neutral and minimalist space is filled and coloured by scenes representing a sequence of Abarth values: challenge, passion, ingenuity, Italian style, participation, determination, and authenticity.
The stand creates a fascinating and warm welcome to the world of Abarth and provides an ideal context for presenting the two latest expressions of the marque of the scorpion: the Abarth Punto Evo and the Abarth 500C.
photo:Abarth
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| Abarth Punto Evo (photo: Abarth) |
The concept behind the new stand is one of simplicity: the stand’s design is not a means of communication in itself, but serves only to drawing attention to the values of the Abarth brand. Wherever its cars are found, Abarth is such a clearly recognised protagonist that it can afford to present itself to the public without frills, in its most essential form. This year’s more essential stand helps focus on the two new Abarths making their world debut in Geneva and destined to enrich the Abarth range.
Abarth’s stage for presenting itself to the world consists of a spacious stand divided into two main illuminated areas, each focusing on one of the new cars.
A huge pane of glass in the centre of the space carries the instantly recognisable Abarth logo, while a large LED display creates a backdrop to the new cars and functions as a central feature in the stand’s design.
The entire stand is based on symmetric, straight lines, right angles and neutral, almost unnoticeable materials. White structural components and an abundance of transparent materials eliminate visual “noise” and focus clearly on content.
Technical drawings of Abarth vehicles are displayed under the glass floor. This intelligent solution makes the drawings easily visible to all visitors, reflecting the era when Abarth cars used to have partly raised engine covers to display their performance parts.
Intangible content like light, sound, and digital media is used not as a mere accessory, but to help identify the stand’s focal points in a more integrated and coordinated manner, and to create a sense of dynamism and movement. The neutral and minimalist space is filled and coloured by scenes representing a sequence of Abarth values: challenge, passion, ingenuity, Italian style, participation, determination, and authenticity.
The stand creates a fascinating and warm welcome to the world of Abarth and provides an ideal context for presenting the two latest expressions of the marque of the scorpion: the Abarth Punto Evo and the Abarth 500C.
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| Abarth 500C (photo: Abarth) |
photo:Abarth